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McDonald's Piccadilly Circus outdoor ad


Client: McDonald's

Agency: Leo Burnett London

McDonald’s has launched a new sign concept at Piccadilly Circus – one of London’s most iconic landmarks.

Created by Leo Burnett, the neon poster site, which is seen by 1.1 million people every week, is a new interactive concept.

Passers-by can take pictures of themselves interacting with images displayed on the giant McDonald’s LED screen. It is believed that this is the first interactive sign of its kind in the world.

The McDonald’s LED sign has been at the site for eight years. Historically it has showcased a variety of McDonald’s messages but it was felt that there was a of an opportunity to engage and build affinity with people at a time when they were out enjoying themselves.

Using a series of 40 second iconic still and moving images, people can take pictures of themselves with the sign as a backdrop and create a fun photo of them appearing to wear or do something. 

The intention is for people interacting with the sign to share their experiences and send their photos to friends and family, upload onto social networking sites and Flickr.

Jim Bolton, Creative Director, Leo Burnett said,  “The McDonald's Piccadilly sign is already iconic,  this lovely idea will hopefully make it even more so.”

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