McDonald’s and Canadian communication agency Cossette came up with an original and “bright” campaign using the movement of the sun.
In order to promote McDonald’s breakfast menus, a digital billboard displaying a moving Egg McMuffin was set-up in downtown Vancouver.
The sandwich’s movements were synchronized with the sun path, so that it appeared at the bottom of the billboard in the early morning and rose slowly to reach the middle of the screen and be completely visible. Design Taxi