McDonald's has turned menu items like burgers, fries, ice-cream and coffee into weather forecast icons in an weather-activated outdoor campaign currently running in the U.K.
Appropriately for the U.K. in April (which has this year seen both snow and a record heatwave) the campaign is fed by real-time data from the Met Office. While such digital techology has proved popular with many advertisers, here it's the creative, via Leo Burnett London, that's cool--a ketchup-soaked fry becomes a thermometer, a burger half-covered with a wrapper is a sun and cloud, a packet of fries is a raincloud. Altogether, there are eight different icons to show how volatile April weather can be and the posters include five-day forecasts, as well as the current weather.
Grand Visual handled the production for the campaign, while dynamic content is managed and delivered by QDOT, using the ad tech platform OpenLoop.