"The trip up the long escalators is alleviated by a little game
from McDonald's. Posters begin by asking 'how near are you to
The first ones show a picture of an ice-cream sundae with the caption
'Extremely cold'. The next is an ice-cream cone with the words 'Still
freezing'. It continues in this vein, highlighting a range of McDonald's
products until it gets to 'Sizzling' over a picture of a bacon roll. The
final card reads 'Exit number 5 and 7'."
Medium: Posters at Oxford Circus tube station through Viacom Outdoor
Media planning and buying: Stewart Easterbrook and Derek Manns at
Motive Creative: Leo Burnett
Brief: Create activity to back West End restaurants everybody would see
from platform to street level.