McDonald's Sweden Turned Digital Billboards Into Food Trucks

McDonald’s Sweden’s launched its new fried chicken burger with a nod to street food culture. Wheels were added to digital billboards in Stockholm and Västerås—near actual McDonald’s restaurants—turning each sign into a modern day food truck.

Here’s how it worked: Passersby would scan a QR code that would awaken a digital chef inside the billboard to prepare a sandwich. Actually, said chef sent a coupon for a free burger to the person’s McDonald’s app, where the customer would complete the order and pick up their food at one of the two nearby McDonald’s. Watch a billboard in action below:

“The challenge with creating the billboard was to make the ad shell feel like an authentic food truck, since the shape we worked with have no resemblance to a food truck. But it worked,” says Josefina Norén, art director at Nord DDB, the agency that created the campaign. “We wanted a new take on DOOH advertising, something which felt engaging, interactive, and fresh while also letting people know about, and perhaps try, McDonald’s Sweden’s new burger.”

CREDITS

Advertising agency: NORD DDB
Photography: Havelle