Just before St. Patrick's Day McDonald's tried to lift the winter blues from the residents of Chicago with some shades of green.
The brand partnered with artist Andrew Shoben, We Are Unlimited and Chicago Scenic to create the Shambow, an 80-foot rainbow promoting its Shamrock Shake, in the middle of the city. Using water vapor, fog and projection mapping, the giant green-layered rainbow appeared the evening of March 14 in Chicago's Daley Plaza and was anchored by a pop-up Shamrock Shake shop where McDonald's gave away free Shamrock Shakes.
"Like the Shamrock Shake, a rainbow is a symbol of happiness. And what better way to express that than with the Shambow--it's almost like nature's billboard," says Toygar Bazarkaya, chief creative officer of We Are Unlimited.