McDonald's: Weather-reactive billboards by Leo Burnett London

McDonald’s is launching a national digital outdoor campaign that uses 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 five-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 23 April, it runs for five 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.”