McDonald's had been operating within a pretty rigid outdoor framework for years. Red backgrounds. Price points. White Akzidenz Grotesk. This was great for burgers, but people laughed in our face when we told them McD's actually had some super fresh choices. Real, whole fruit smoothies. Freshly cracked eggs. Salads assembled in-store.
We made the case to our friends at the Golden Arches for running outdoor that didn't show the product at all, but the ingredients. It was McDonald's in a whole new light.