McDonald’s
Times Square Board
Our goal was to make the McDonald’s Times Square experience as iconic, fun and feel-good as the location itself. The digital billboard sits above a flagship restaurant in the heart of Times Square and is affectionately called “the beast” because well, it is seven stories tall, half a block long and needs 22 hours of content each day.
Craveability
As a key part of our strategy we chose to feature fan truths of some of our most iconic menu items. It was an unmissable way to stand out amongst the cluttered and frenetic environment that is unlike any other - and importantly make mouth’s water from across the square.
New Years Eve
There’s no more iconic way to start the new year than in Times Square – but it is a looong day leading up to midnight for those who partake. On NYE people pile into the Times Square pens by 3 PM and the rest of their day is filled with hours and hours of waiting. And then waiting some more.
So, we gave bored and tired revelers a reason to smile during an especially taxing day — by showing up in a way that is unmistakably McDonalds. By using McDonald’s fries as a measure of time, we counted down the minutes to the New Year, one fry at a time.
During the last 15 seconds of every minute, one fry was removed. Starting with a massive pile of 610 golden fries, all the way to zero, when we celebrated the New Year.