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For the launch of McDonald's latest promotion burger, we had to come up with an outstanding teaser event one week before the actual launch in the restaurants. Take-overs are always a great way to stir buzz. But so far they have only been done online. Our idea was to take the take-over into the real world and the Allianz Arena was the perfect fit. For three days 300,000 LEDs transformed the 26,000 m² façade of the stadium into a giant burger, creating the largest outdoor advertising ever at one of Germany’s busiest freeway interchanges.
McDonald's Deutschland Inc.
Leo Burnett Germany
Frankfurt a. M., Germany
Andreas Pauli (CCO), Joerg Hoffmann, Christoph Wick (CD), Andreas Daum (Copywriter), Till Rothweiler (Art Director)
Armin Jochum (CCO)