The Mickey D’s outdoor billboard above was described as follows:
Best Fries on the Planet campaign is a multi-tiered, non-traditional consumer engagement plan designed to embrace and leverage a truly beloved and revered icon: McDonald’s Fries—a product that symbolises the best of quality in the industry and builds both the McDonald’s brand and its business (96% of fry sales don’t leave McDonald’s alone). From now until Dec. 8, 2011, the sky will be lit up by “Fry Lights” on Clark and Ontario streets to lead you to the golden arches, and will be viewable from up to three miles away.
Brought to you by Leo Burnett, an advertising agency that brags about its annual participation with Earth Hour, where everyone is encouraged to turn off their lights for an hour to take action against climate change. Yep, Humankind is cool until there’s a potential advertising award involved.
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