Saturday, July 12, 2008

Hatching Billboards: McD's Giant Egg

The super creative Leo Burnett ad agency, Chicago created this awesome beyond words Giant Egg billboard for McDonald's. It was installed last week across from Wrigley field in Chicago.

The giant egg billboard starts cracking and opening up in the wee hours of morning. By breakfast time, the egg has already hatched, and you can see "Fresh Eggs Daily" written on the egg's yolk.

The egg stays open from 6:00AM till 10:30AM, to indicate the availability of fresh eggs during that time. Once the breakfast time is finished, the egg billboard shuts and stays closed as a whole egg till the next morning.

The mechanical engineering of the billboard was handled by Prop Art Studio, MMT.

Executive Creative Director: John Montgomery
Creative Director/Art Director: Brian Shembeda
Creative Director/Copywriter: Avery Gross
Art Director: Nathan Zuercher
Copywriter: Adam Rubin



Anonymous said...

Yes, marketing at it's best.
And awesome how they make people think, that Mc Donalds food is good for them.

Anthony Juliano said...

[Most billboards ideas aren't all they're cracked up to be. Well, you sure can't say that about the one McDonald's hatched last week near Wrigley Field in Chicago...]

Anonymous said...

Ew, that's just what I want to eat for breakfast: an egg that sat out in the sun the entire day before. It's not exactly communicating "fresh" when it sits outside, especially in that filthy neighborhood.

Anonymous said...

That's a pretty clever idea, it may not communicate fresh necessarily, but it makes you laugh a little and may draw your attention just long enough to get you inside to order some food.

Anonymous said...

advertisers should kill themselves.

Maya Medspa said...

amazing marketing idea