Friendly fries

McDonald's billboard pits friends in digital battle.

McDonald’s and Cossette have deep fried up a tasty interactive OOH campaign to encourage friends to enjoy the QSR’s fries together (or perhaps become enemies, depending on the results). People strolling through Dufferin Mall, where there are two (yes, two) McDonald’s, are enticed to team up with a partner to play a game at the interactive billboard. The pals swipe away on their smartphone screen to try and fill their digital box full of fries in 10 seconds or less, with the fries on the billboard appearing to be scooped up and deposited in boxes on the players phones. If they win, the friends receive a digital coupon for a real-life version of medium fries to redeem at either of the mall’s McDonald’s. We’re not sure what happens if they lose, but we’d suggest the friend who comes up short should owe their pal a box. And we’ll shill for some fries for the first person that can explain why Dufferin Mall needs two McDonald’s.


Brand: McDonald’s
Agency: Cossette
Co-Chief Creative Officers – David Daga, Matthew Litzinger
Creative Directors – David Daga, Chad Borlase
Copywriter – Aaron Chown
Art Director – Kevin Filliter
Interactive Designer – Mirza Sakovic
SVP National Account Leader – Valerie Swatkow
Brand Group Director – Carolyn Scharf
Brand Supervisor – Lindsay Magrane
Account Executive – Beverly Yap
Project Management – Amber Adam, Lauren Evans, Wes Schyngera
Developer – Radiant Group