mcdonald's digital ooh
The McDonald’s Big Mac range is back and it’s even better with the addition of bacon, but our latest digital OOH campaign asks – is it still a Big Mac?

As well as adding bacon to the classic Big Mac, McDonald’s have also brought the Mac Jr. and Grand Mac back and added bacon to them too! It’s the first time the brand has changed its statement recipe in 51 years and it’s definitely got the nation talking. To fuel the debate, McDonald’s have launched a live poll across social channels and OOH with contextual call-outs and live poll results.

McDonald's Digital OOH

Created by Leo Burnett London and produced by Grand Visual, the OOH creative features a hero image of the limited-edition Big Mac Bacon “to be enjoyed until 19th March.” The live poll garners opinions across Twitter, Facebook and Instagram, asking the audience, “which side are you on?”

OpenLoop processes the real-time results from Mention Solutions’ API, and displays the percentage results for #NotABigMac versus #StillABigMac live across digital OOH screens in London, Nottingham, Cardiff, Newcastle and Liverpool.

McDonald's digital OOH

We all know and love the Big Mac burger, so it’s a great campaign for meat fans inviting them to engage and share their opinion on the new recipe. The campaign is driven by real consumer engagement and the localised call outs to have your say keeps the campaign contextual, fresh and relevant.

Ric Albert, Creative Director at Grand Visual

On 6th December 2018, Spotify extended its popular end of year marketing campaign ‘Wrapped’ with a real-time, digital OOH campaign.

The campaign sees subscribers’ music habits streamed live to digital billboards around the world including, Time Square and Piccadilly Lights. The campaign celebrates the importance of music in people’s lives and Spotify’s role as the platform of discovery.

Produced by Grand Visual, the digital OOH creative features the user’s profile picture alongside their top artists, songs, and genres, and time spent listening. OpenLoop, the digital OOH campaign management platform from QDOT, takes the live data feed from Spotify and distributes the creative to media owners across the USA, Canada, Australia, UK, and France.

Already gracing traditional billboards across the world, this is the first real-time OOH activation for the music brand and the largest multi-market live execution for the medium. The campaign was planned and booked by UM London and Rapport and ran through to December 31st.

Spotify 2018 Wrapped Digital OOH

“Our annual Wrapped ad campaign is a true embodiment of our proposition as a ‘platform for discovery.’ Our users have come to expect the year-end wrapped campaign year after year, and are eager to see how their interactions on Spotify connect to what is happening across the global Spotify community. At the same time, it serves as a large-scale ‘thank you’ to our listeners for their collective impact in shaping the platform throughout the year while further solidifying our place in the global cultural lexicon.”

June Sauvaget, Spotify’s Global Head of Consumer Marketing

 

“This is a great example of how digital brands are embracing the OOH medium more than ever before. Now that the systems and platforms are in place, a real-time data-driven multi-market activation is a natural progression for Spotify Wrapped, which seeks to reward listeners with a moment of fame and their name and music tastes in lights, on digital billboards close to home.”

Dan Dawson, Chief Creative Technology Officer, Grand Visual 

Hiscox Cyber Live Digital OOH

Originally running through February 2018, the popular campaign for Hiscox ran for a second time during October 2018. Designed to replicate any small business, we built a honeypot system to monitor live attacks from real-life hackers. As the level of cybercrime rose it caused the data-driven poster creative to evolve and react, with the results published directly to billboards. We have gathered some tweets that detail the incredible stats and social reactions during the second running of the digital OOH campaign. Enjoy!

#Getoutofhome digital OOH
To inspire and excite the ad industry about the power of OOH, the Outdoor Advertising Association of America (OAAA) and its members have initiated a national OOH campaign, to prove its value and significance in today’s digital world. Running across more than 50,000 OOH sites, #GetOutOfHome includes 27 digital screen networks, in 30 major US markets, over the coming weeks.

Touting the value of OOH as a great media amplifier, the campaign, created by Publicis New York, features ad industry icons, young creative thinkers and social media influencers. To encourage attendees of Advertising Week NY (October 1-4) to engage in the conversation, a real-time digital OOH campaign will run as part of the activity using the hashtag #GetOutOfHome.

#GetOutOfHome Digital OOH

Produced by Grand Visual, the dynamic creative will include live commentary, tweets, and Instagram posts published direct to digital screens across New York City. OpenLoop, the real-time campaign management and distribution platform from ad tech provider, QDOT, will deliver the live commentary and buzz from Advertising Week’s online social engagement to screens across NYC in a showcase that highlights the medium’s flexibility and relevance.

“Today’s advertising creatives and media planners grew up with the internet in the palm of their hands; they get digital media and push it forward,” said Stephen Freitas, OAAA’s chief marketing officer. “We want to show them some ideas are too big to stay trapped online. Bold ideas need a bold platform.”

#GetOutOfHome digital OOH

Ben Putland, MD of QDOT, said: “The technology and ad tech systems are now in place to make the delivery of real-time creative across multiple digital OOH networks seamless. Flexible, contextual messages complement the broader static campaign whilst responding to social triggers and encouraging people to participate online.”

Josh Horn, Creative Director, Publicis New York, commented, “OOH has become the ultimate stage for brands to get their message seen. It’s contextual, measurable and responsive. We wanted to celebrate its power to amplify today’s best campaigns.”

#GetOutOfHome NYC Taxi Top

google digital ooh old street
Google extended its “Make Google Do It” campaign, with a clever UK-wide digital OOH push.

The campaign demonstrates how Google Assistant can help with a variety of everyday tasks. The activity runs across transit, retail and city-centre locations until 8th July, Old Street roundabout has an extended run which lasts until 3rd August.

google digital ooh old street

The ‘Make Google Do It’ digital OOH creative uses two creative threads. The first features the Google Home Mini and highlights the versatility of Google Assistant, its main product, by demonstrating how it can help to “Play it. Skip it. Time it. Dial it. Forecast it. Remember it. Schedule it. Prep it. Do it.”

The second creative thread demonstrates Google Assistant’s ability to help with everyday tasks in a Q&A style activation at Old Street Roundabout. Here copy is linked to time, day, location, and major cultural events such as the World Cup, Wimbledon, and Pride London. Additionally, it pulls in local and contextual information such as “Feeling hungry Old Street? or “Can’t find the mythical Shoreditch cash points?” to highlight Google Assistant’s ability to provide location-based relevance.

Created by R/GA London and Google UK, Grand Visual was responsible for the production & delivery whilst media planning & buying was taken care of by Talon and OMD. The digital OOH campaign is part of a broader integrated global campaign that is running across cinema, TV, out-of-home, press, display and social media.

Meg Ledger, Client Manager, Talon said:

“OOH was the perfect channel to communicate how Google Assistant can be your playful sidekick throughout the day. Working collaboratively with Grand Visual, Google, OMDUK and R/GA we were able to maximize the effect of OOH by deploying clever contextual creative assets to tap into a relevant frame of mind for busy on the go audiences”

Dan Dawson, Chief Creative Technology Officer, Grand Visual, said:

“This campaign took over 100 pieces of copy to deliver. By using smart scheduling, Google has created a fresh, timely and engaging campaign that reaches a mass audience and demonstrates just how far the medium has come.”

McDonald's McWeather Digital OOH
How to Deliver Dynamic Creative Content

This article first appeared on Digital Signage Today on 14th June 2018.
By Dan Dawson, chief creative technology officer, Grand Visual

Originally used in display advertising, dynamic creative is simply another term for “personalized content,” where the content of an ad is matched to the active audience, condition or mindset. Thanks to the explosion of data sources, plus advancements in the software and hardware systems for processing data, marketers are now better equipped to deliver the right message, to the right audience at the right moment via the best channels.

Hiscox Cyber Live digital OOH

It’s the same for OOH. By simulating the cookie model from the display world, DOOH can layer real-time first and third-party data with local offline data such as time of day, day of the week, geographic location, to build, optimize and render ads that react to the environment, the audience and other factors. Add in machine learning algorithms, artificial intelligence and data science, and you really start to see just how transformative data insight will be to the future of DOOH.

What’s more, is tech-savvy consumers have come to expect this level of intelligence and responsiveness in digital communication. Having been used to seeing personalized and relevant ads online and now even during TV ad breaks, consumers expect digital OOH ads to be plugged-in, smart and responsive. As a one to many medium, DOOH can deliver tailored, contextually relevant messaging that achieves a deeper level of communication whilst avoiding the pitfalls of more invasive personalization in the online one to one world.

Rather than the creative agency designing a hero 48 sheet poster for OOH, now it’s about designing a master layout with thousands of permutations, iterations and levels of dynamism. Where data science informs every stage of the creative process, from planning, buying, concepting and production, through to execution and distribution.

Where people in different parts of the city, country or world will see different pieces of creative based on their surroundings and context. Dynamic creative ads can be rendered or created in real time, when a data source instructs. From a specific location to a recent arrival in an airport, or the weather outside, an ad using dynamic creative can serve content that is relevant to the audience context. Where the creative is so flexible, it can sometimes be quite startling to see ads that make you go “Wow…I was just thinking that.”

What Needs to Happen?

Creating campaigns that truly deliver on the medium’s creative potential will naturally mean a degree of complexity. To implement dynamic creative optimization (DCO) for DOOH requires longer lead times, involves cohesive multi-stakeholder working, and a budgetary commitment. To see DCO successfully adopted, some standardization in reporting across the DOOH world will also be needed. Advertisers need to know which version of the ad has played, when, and where, to help the campaign be as effective as possible, and to help the machine learn more.

This is why the role of the OOH specialist will become even more important going forward, indeed some of our best work has come when the OOH specialist has played an active role in both the media and creative discussions. The unique data, insight, and decades of experience in OOH planning that specialists have, will play a key role in the success of delivering synergized OOH and online programmatic campaigns.

Collaboration between agency, OOH specialist, production house and media owners is paramount and the most successful projects will always be those ones that see all parties truly working together… Driven by data, created by humans, delivered by machine.

Specsavers more important than... digital OOH

The Trailblazers

It takes brave agencies and clients to spearhead this new way of working. But, with the large amounts of data now available, it’s possible to take the guesswork out of the decision making and embrace a more fact-based approach to advertising content.

Google has been blazing a trail in tactical data-informed DOOH creative. In the UK their permanent hoarding on London’s Silicon roundabout runs localized content about cafes, weather, traffic updates, and provides information on what people are searching for.

For the launch of Pixel 2, Google ran a U.K. wide campaign that integrated traffic, rail, time of day, and location data, to bring to life the phones key features at the most appropriate time. And, in the U.S., Google Play Music ran a multi-market DOOH campaign to replicate the music app’s ability to suggest the perfect soundtracks based on the consumer’s mindset in that moment.

Food, fashion and retail brands are also making creative inroads. Fast food giant McDonald’s has been honing its messaging, promoting McCafé’s Iced Frappes when the sun shines, and diverting commuters stuck in traffic jams to their nearest restaurant. The online bidding site eBay has also promoted products and deals based on hyper-local real-time weather conditions.

McCafé Iced dynamic digital OOH

Transport and automotive brands are certainly not being left behind. Audi ran a tactical roadside campaign promoting the intelligent technologies available in their latest cars. Using traffic, time and weather data to trigger the most suitable technology features for the conditions such as the ‘Pre-Sense’ safety feature during heavy traffic, or their quattro-on-demand; all-wheel drive technology during adverse weather.

By exploiting the context effect, and running responsive, data-driven creative, DOOH campaigns can remain relevant, compelling and aligned with consumer mindset.

The Upshot

Data can inform the creative process and help optimize both the media and message whilst the campaign is running. The holy grail.

Dynamic Creative, joins the dots between data-driven media planning and the mindset of a consumer at a given time, in a given place. That is powerful.

Now we need to use it. We need forward thinking brands and agencies to collaborate and make it happen. To help forge these new ways of working, using data-informed workflows, and cohesive multi-agency teams. The machines cannot take over the world of OOH, but they can make it smarter, and more agile. Machines can optimize against the rules that humans set but in real time.

This article first appeared on OOH Today on 29th May 2018.

Our Chief Creative and Technology Officer, Dan Dawson, and Jon Conway, the Chief Strategy Officer from Talon sat down after their panel session at the GO2018 OOH Conference and discussed their highlights from the Texas event.

Both OOH experts were part of a panel which explored data-driven creativity, here are their thoughts…

Why were you there?

Dan Dawson: Grand Visual has been attending the OAAA/Geopath conference since we opened our New York office in 2014. There is no other event like it for bringing together all the stakeholders from across the OOH landscape for some great knowledge sharing, debate, and networking.

Jon Conway: We recently opened Talon New York, our first office outside of the UK. The conference felt like the ideal opportunity to see the US industry up close and under one roof. Talon has established itself as a leading out-of-home agency in the UK, but the US is in a league of its own in terms of scale and opportunity and it was so valuable to hear from the major players and understand more about the issues keeping them up at night.

data-driven creativity talon grand visual digital OOH

What was your #GO2018 conference highlight?

Dan Dawson: For me, the highlight was Nancy Fletcher’s keynote. Whilst summarizing the successes, the phenomenal rate of change and the growth potential of the industry, Nancy then got to the heart of the matter, with a rallying call for more meaningful industry collaboration between vendors, owners, agencies and specialists. It’s no longer ‘speculate to accumulate’, but ‘collaborate to innovate and innovate to accumulate’. For me, that really is the crux of it. All the best work we’ve produced over the years has come out of a cohesive, close-knit, multi-agency relationship, where all parties are collaborating from the start. Another highlight was the social side, meeting and catching up with industry friends, sharing OOH stories, and indulging in Austin’s finest Salt Lick BBQ, possibly the best #AustinBBQ ever… #Ribs #Beer #Repeat.

Jon Conway: I thought the whole event was impressive and the high production values created an atmosphere where people felt proud to be part of the industry. I found Geopath President Kym Frank’s keynote on the evolution of OOH measurement powerful. I believe this is a critical issue for the industry today. As Kym said, advertisers are demanding independent measurement and they do not want to transact media based on a currency generated by an agency or publisher. The work that Geopath is doing to refine audience measurement and provide a trusted, universal currency addresses advertisers’ needs will help the industry to thrive.

What was your conference breakout session about?

Dan Dawson: The focus of our session was ‘Right Audience, Right Moment and Right Message.’ 3 simple rules that we believe makes an effective digital OOH campaign… but in essence, they are the foundation of any OOH campaign.

Jon Conway: The growth of digital inventory has been a catalyst for creativity and effectiveness. But it is not just about digital screens, it’s also the signals we use to understand audiences and locations and the intelligent technologies used to build and deliver campaigns that respond to those signals. Speaking about this in terms of audience, moment and message makes sense, because thinking about media and creative together produces better advertising.

Dan Dawson: Good point Jon – That digital inventory is now supported by adtech platforms and workflows that allow creative to react and change during the course of a campaign. Dynamic creative, joins the dots between data-driven media planning and the mindset of a consumer at a given time, in a given place. That is powerful.

You two guys are based in the UK, what do you see as the biggest difference between our OOH markets?

Dan Dawson: The main differences are size and agility, and yes the two are linked. The UK is geographically the size of Michigan with a population around the size of California and Texas combined. The total UK OOH market is worth $1.5b (10% share of national ad spend), 47% of that is now coming from digital OOH. In the US OOH is a phenomenal $7b market [around 13% DOOH] contributing to 4.1% of the overall national ad spend. In the UK, most of the national OOH campaigns come from London-based agencies. Because of this, the budgets, concepts and innovative work streams can be done in an agile way with local inter-agency collaboration. The US market is more fragmented, which is expected due to the geographical and market size.

But both markets have consistent growth, partly fueled by digital OOH, transforming paper to pixel and opening the digital door to advertisers who want to behave smarter. Technology wise we’re largely the same – The media owners employ similar systems here as in the UK, so coupled with our API the integration for our technology stack has been relatively straightforward.

Jon Conway: There are clear differences in scale and geographical spread of audiences and urban areas, and this impacts the types of campaigns that we can deliver in the UK vs the US. Digitization also seems to have progressed more rapidly in the UK. Well over 50% of Talon’s UK media billings derived from digital campaigns last year. But, looking at the bigger picture, I think there are more similarities than differences. At the conference, we heard how the US market is grappling with the same basic challenge we face in the UK – how to capitalise on OOH’s core strengths and digital transformation to create better advertising and grow revenues. We’re confident that our approach to this challenge can work on both sides of the pond. That’s why we chose to open our first international office in the US.

Hiscox Cyber Live Data-Driven CReativity digital OOH

How can the OOH industry embrace technology to help deliver the right message to the right audience at the right moment in time?

Jon Conway: In a digital world, right audience, right message, right moment becomes more important because we’re confronted with the reality of out-of-home audiences and locations. We see people continually moving around, conditions shifting, and the personality of locations changing from one moment to the next. If we don’t respond by serving relevant ads, there’s an opportunity cost – our campaigns will be less effective at achieving their goals. How do we embrace technology to enable relevant, effective advertising? I think it’s already happening, We see an important part of our role being to manage this complexity and make it easy for advertisers to navigate the landscape and be effective. Being relevant doesn’t need to be complicated and we’ve seen time and again that these campaigns are more successful – delivering higher recall, with the positive brand associations of being useful and relevant, and driving business outcomes.

Google is a case in point. We’ve helped them to deliver world-class out-of-home advertising in the UK for products like the Google App, YouTube and Pixel and through their always-on placement in central London. Advertisers like Google are increasing out-of-home media spend year after year and producing award-winning campaigns. It’s working for them, and for our business, so we think it’s a model that could also help drive growth for the US market.

Dan Dawson: It’s simple evolution. As Jon says, the technology is helping us to be smarter about audiences and is helping to inform the creative message. By understanding audiences, you can create moments that trigger or update creative messages – crafting stories that are contextually relevant to a given location/time/audience. The OOH industry has always worked hard on its data. In fact, during Kym’s keynote at the conference, there was a very funny clip from the days when media owners would use human captured traffic data to decide where to put a roadside billboard. Today, live and legacy data is used to provide deeper insights into audience frame of mind. Now we’re able to paint a data-driven picture, we’re able to tailor messages accordingly instantly.

As we look to the future what are some tech solutions, concepts or practices that excite you and could elevate DOOH in the US?

Jon Conway: The role of technology in out-of-home – just like any industry – should be to make our work easier to produce whilst delivering better outcomes for our clients. What excites me, and what I believe can elevate out-of-home, is integrated digital and out-of-home operations. That’s about teams of people with the right mix of expertise, working together to deliver campaigns with consistent audience data and reporting. We absolutely see a future in which our people will be fully embedded in client and agency teams. They’ll work side-by-side with digital buyers and they’ll use complementary technologies to manage out-of-home alongside online investments. Some of that technology will be designed specifically for out-of-home audiences and locations, that’s a big part of what we’re focused on at Talon.

Dan Dawson: For me, it’s practices, not tech. I think the technology stack is there, now it is just about connecting them. We are on our way to realizing exponential growth, as systems become further connected with a programmatic OOH future not too far away. Opening up to online DSPs is an obvious way to encourage new money into OOH. But to sustain that revenue, the ad placements must prove to be effective, with the correct message and transparent, robust and agnostic reporting. That is where display and OOH differ in terms of system, so for OOH it highlights the need for specialist knowledge and tools.

We must all embrace change, technology, and collaboration. However, we have to remember that it’s the humans in our industry that will make this happen…. not the machines. I see the growth in OOH and digital OOH being designed by humans, driven by data and delivered by machine…. Creating efficiency at every step.

Marvel Doctor Strange OOH experience

This article first appeared on Contagious on 22nd May 2018.

Ric Albert, creative director at Grand Visual, explains how film studios are raising the bar with exceptionally creative uses of digital outdoor.

Ten years ago, digital out-of-home was in its infancy; a blank canvas yet to be painted with the exciting content we see today. Film marketing was still very much focusing on the traditional channels of TV, print and OOH; video-on-demand and pre-roll ads had only just started to appear. In fact, online was where film marketing first started experimenting creatively. However, as the functionality and scale of Digital OOH has expanded, so too, has the way in which entertainment brands use it.

Fast forward 10 years, and things have changed dramatically. Today, digital inventory has given OOH film campaigns a new lease of life, adding some movie magic to outdoor executions. Now marketeers can run trailers and video content on the street, introduce characters, plot teasers, or run live-action sequences, direct from the film to whet the public’s appetite. Digital OOH has become the ideal advertising channel for the entertainment industry.

Shifting the needle

There’s been experimentation. It started in 2006 with Rocky Balboa running up the first digital escalator panels on London Underground, changing the way we thought about multi-panel creative. It continued with Legend of the Guardians, which saw a campaign pioneering subtle motion on roadside screens, a motion format that’s now an international standard.

In 2011, Harry Potter and the Deathly Hallows Part 2 streamed its world premiere live to DOOH screens. Then there was the Jurassic World execution at Waterloo, which combined, traditional OOH, station wraps, Digital OOH and experiential. And a variety of AR and VR activations were used across the world for the release of supernatural horror IT.

There is real momentum to this creative evolution, and advertisers are changing the way they create and use OOH media. From static branding channel to high impact PR vehicle, DOOH now live streams worldwide premieres, provides immersive augmented reality events and delivers iconic treatments tailored for iconic buildings, environments and screen locations. Now OOH can be engaging, immersive, participatory, integrated and scalable.

Scaling interaction

Connecting with film fans on a deeper level is now achievable. Digital OOH offers interaction via a multitude of creative technology solutions. A campaign for Dr Strange opened up live portals between sunny Los Angeles and rainy London, and allowed people to warp the world in front of them. An AR campaign for Batman v Superman allowed participants across several markets to become their favourite superhero. And these aren’t just one-off special builds, we’re seeing interactive campaigns becoming more scalable: it’s now possible to produce engaging, responsive experiences seamlessly across borders and markets.

The digitisation of OOH has also enabled outdoor creative to become firmly embedded in the broader digital strategy, playing a central role in an omnichannel execution. The power of social media and its influence over box office results means that OOH can be a great conduit for driving audiences online, and vice versa. Digital outdoor activations can be crafted to generate shareable content for garnering audiences online.

For the recent launch of season 7 of Game of Thrones, dramatic fan reactions posted on social channels were shared moments later on digital screens across the UK, tapping into the buzz and excitement of the show whilst delivering a powerful UGC endorsement. Interestingly, Digital OOH has also begun to influence other channels, with its content nowadays seen at movie premieres and press junkets, as well as within online banner creative and social feeds.

Digital OOH’s presence and ubiquity in cities around the world is also part of its allure to the film and entertainment industries. Film campaigns demand an international rollout, and as DOOH spend overtakes traditional OOH revenue in markets around the world, this has forced us to change our approach. Nowadays scalability is vital to production processes, so now we use master creative toolkits and flexible creative that can adapt to all the different shapes, sizes, durations, environments and audiences of the screens we’re faced with.

To give you an idea of that scale, in 2017 we delivered over 12,500 files to 52 markets, from Guatemala to Kazakhstan. Localisation and delivery become paramount, as does sophisticated ad-serving technology from QDOT. Now multiple markets can take advantage of a toolkit of creative rather than the traditional siloed approach.

So, what next? It’s undeniable that Digital OOH has become a major marketing channel for film studios and entertainment brands. Moreover, the film industry has become a major driving force for the continued development and evolution of global Digital OOH campaigns.

Now that the production processes have been nailed and the intelligent ad-serving infrastructure is in place, we expect to see truly global campaigns that deliver local relevance become the new standard. Combined with tactical, interactive and cross-channel strategies, the marriage between film marketing and digital OOH looks set to blossom.

Summer is a great time of year to target people with digital OOH advertising, with nearly half of the population becoming more active during spring/summer when the weather gets warmer*.

The good weather has a positive effect on people’s mood and will make people more likely to get involved with interactive campaigns. Take this fun, engaging campaign for Hasbro Monopoly for example.


Summer is also a great time to integrate the warmer weather with a dynamic digital OOH campaign and provide relevant & contextual messages. This campaign for refreshing, cool beverages from McDonald’s, only went live when the temperature rose to a “balmy” 17 degrees.

Of course, it doesn’t need to be dynamic to catch people’s attention. This summer campaign from Tropicana brought sunshine to the stations of London with eye-catching, linear creative.
It’s easy to see why advertisers are using digital OOH in the summer, with more people out and about, it’s the perfect time to be seen.

Sources:
*Talon Generator
OMA Summer
Media Village, Reaching the On-the-Go Consumer in Summer

McDonald's McWeather Digital OOH
McDonald’s launched a national digital outdoor campaign that used MET Office real-time data to bring to life April’s unpredictable weather conditions.

In order to take part in Britain’s favourite topic of conversation, Leo Burnett London turned the McDonald’s menu into weather icons to represent the live temperature and 5-day forecasts.

For example, an unwrapped burger represents the sun, while an upturned box of fries signifies rain. There are eight different icons to show how volatile April weather can be.

Breaking on 26 April, the dynamic campaign ran for three days with media planning and booking by OMD and Talon, production by Grand Visual, and campaign management and distribution through OpenLoop.

Hannah Pain, Senior Brand Manager at McDonald’s said:

“We are very excited to be using some of our most loved products to join in the very topical April weather conversation.”

Ben Newman, Creative at Leo Burnett London added:

“Don’t trust the weatherman. This April, McDonald’s has got you covered.”