McDonald's: Weather-Reactive Outdoor - The Screen

Credits & Description:

Agency: Leo Burnett London
Chief Creative Officer: Chaka Sobhani
Creative Director: Pete Heyes
Art Director: Ben Newman, Liane Dowling
Copywriter: Ben Newman, Liane Dowling
Designer: Paul Reddington & Kinda Savarino
Board Account Director: Vicki Reiz
Senior Account Manager: Steph Bates
Account Manager: Gracie Smith
Planning Director: Max Keane
Planner: Caitlin Morley & Catherine Owen
Agency Producer: Sarah Ioannou
Illustrator: James Andrews
Production Company: Grand Visual
Campaign Management Platform: OpenLoop
Media Planning and booking: Talon and OMD
Published: April 2018
Synopsis:
McDonald’s is launching a national digital outdoor campaign that uses MET Office real-time data to bring to life April’s unpredictable weather conditions.
In order to take part in Britain’s favourite topic of conversation, Leo Burnett London turned the McDonald’s menu into weather icons to represent the live temperature and 5-day forecasts.
For example, an unwrapped burger represents the sun, while an upturned box of fries signifies rain. There are eight different icons to show how volatile April weather can be.
Breaking on 26 April, it runs for two days with media planning and booking by OMD and Talon, production by Grand Visual, and campaign management and distribution through OpenLoop.
Hannah Pain, Senior Brand Manager at McDonald’s said: “We are very excited to be using some of our most loved products to join in the very topical April weather conversation.”
Ben Newman, Creative at Leo Burnett London added: “Don’t trust the weatherman. This April, McDonald’s has got you covered.”