Out-of-home work is having a moment right now, and McDonald’s is taking full advantage of that. Earlier this week the brand celebrated its 30th anniversary in Hungary with billboards of two of its famous menu items. Now McDonald’s has a clever idea to keep consumers in London aware of the unpredictable spring weather conditions, while also reminding them that they might be a little hungry and want some McDonald’s.
The brand worked with Leo Burnett in London to take eight famed menu items and turn them into weather icons. A Big Mac turns into an icon showing sunshine for the day, while an upside down container of french fries denotes rain in the forecast.
“We are very excited to be using some of our most loved products to join in the very topical April weather conversation,” Hannah Pain, senior brand manager at McDonald’s, said in a statement.
Not only do the billboards look great, they also update and change based on the weather. McDonald’s tapped the U.K.’s Met Office to collect real-time weather data. That way, the billboards update alongside the changing weather conditions to give consumers an accurate weather update.
The work officially breaks on April 26 and runs through April 28.
“Don’t trust the weatherman. This April, McDonald’s has got you covered,” Ben Newman, creative at Leo Burnett London, said in a statement.
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
Account Director Vicki Reiz – Board Account Director, Steph Bates – Senior Account Manager, Gracie Smith – Account Manager
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