McDonald’s wanted to do things differently and disrupt standard outdoor advertising to make something that could be remembered! Burger King came back in France in 2012. McDonald’s decided to have a little fun with its competitor while emphasizing one of its strengths: drive-thrus!The solution: build two billboards displaying directions, one to the closest McDonald’s drive-thru, at 5km, and another to the closest Burger King drive-thru. An impressive temporary 22 meter-high billboard was erected, displaying 258km!
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