Creativity

McDonald's outdoor ads give you the real-time forecast in burgers, fries and ketchup

Eight different weather icons feature in reactive outdoor campaign

By Alexandra Jardine. Published on Apr 26, 2018

Editor's Pick

McDonald's has turned menu items like burgers, fries, ice-cream and coffee into weather forecast icons in an weather-activated outdoor campaign currently running in the U.K.

Appropriately for the U.K. in April (which has this year seen both snow and a record heatwave) the campaign is fed by real-time data from the Met Office. While such digital techology has proved popular with many advertisers, here it's the creative, via Leo Burnett London, that's cool--a ketchup-soaked fry becomes a thermometer, a burger half-covered with a wrapper is a sun and cloud, a packet of fries is a raincloud. Altogether, there are eight different icons to show how volatile April weather can be and the posters include five-day forecasts, as well as the current weather.

Grand Visual handled the production for the campaign, while dynamic content is managed and delivered by QDOT, using the ad tech platform OpenLoop.

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Credits

Date
Apr 26, 2018
Chief Creative Officer:
Chaka Sobhani
Client:
McDonald's
Creative Director:
Pete Heyes
Art Director:
Ben Newman
Art Director:
Liane Dowling
Copywriter:
Ben Newman
Copywriter:
Liane Dowling
Designer:
Paul Reddington
Designer:
Kinda Savarino
Board Account Director:
Vicki Reiz
Senior Account Manager:
Steph Bates
Account Manager:
Gracie Smith
Planning Director:
Max Keane
Creative Planner:
Caitlin Morley
Creative Planner:
Catherine Owen
Agency Producer:
Sarah Ioannou
Illustrator:
James Andrews
Production Company:
Grand Visual
Campaign Management:
QDOT's OpenLoop platform
Media Planning & Booking:
Talon
Media Planning & Booking:
OMD

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