Documented execution · Pepsi MAXContent Creation & Participation
Unbelievable Bus Shelter
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Sundial
Reference caseAn external reference for study and inspiration, not our portfolio.
Watch a breakfast menu change with the time of day.
BrandMcDonald’s
LocationUSA, Chicago
DateContemporary reporting dates the execution to 2006; the award archive is from 2007.
Agency / partnerLeo Burnett Chicago
How does it work?
Sunlight reaches the fin on the billboard.
As the sun moves, the shadow travels across the menu.
The shadow points to a breakfast item.
What is it good for?
The environment itself can be an input; attention does not always require a sensor.
Evidence & sources
No sales figure was published in the sources reviewed.
More about the evidence and execution
A food-service example adjacent to FMCG. A working outdoor sundial depends on orientation and site conditions.
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