The Fry Lights campaign was designed by Leo Burnett USA and executed by Urban Core Outdoor in Chicago. The McDonald's "Best Fries on the Planet" campaign has generated unbelievable success through the use of cutting edge illumination techniques and state of the art technology. The 10 light beams blast upward as far as the eyes can see. Through the use of Xenon Skylights (200,000 lumens each) they can be seen from up to 3 miles away. The face of the billboard utilizes Electro-LuminX panels, which gives the box of fries a backlit effect. Several comments, articles, and tweets below showcase the effectiveness of the "Best Fries on the Planet" campaign situated on one of the best billboards in Chicago's Urban Core.
"As part of its "Best Fries on the Planet" campaign, McDonald's partnered with Chicago-based marketing giant Leo Burnett to design the "Fry Lights" billboard in the suburb Oak Brook, where it's visible from a three-mile radius, McDonald's said.... The "Best Fries on the Planet" marketing device is situated amid an urban area and creates an impression of french fry exceptionalism..." - NEW YORK DAILY NEWS
"The same week that Christian Bale announces he'll be stepping down as Batman after The Dark Knight Rises, it's already clear who will be stepping in to fill the bat signal-gap he's leaving behind: McDonald's. A series of new McDonald's billboards, created in partnership with Leo Burnett Chicago, have been unveiled, but these aren't any billboards: They're giant boxes of fries with beacons of golden light illuminating the night sky, part of the regional "Best Fries on the Planet" campaign. Ad Week has a great gallery of images of these deep-fried wonders signaling that someone, somewhere, in this city deserves a better class of tuber." - NBC Chicago
"Best Fries on the Planet campaign is a multi-tiered, non-traditional consumer engagement plan designed to embrace and leverage a truly beloved and revered icon: McDonald's Fries - a product that symbolises the best of quality in the industry and builds both the McDonald's brand and its business (96% of fry sales don't leave McDonald's alone). From now until Dec. 8, 2011, the sky will be lit up by "Fry Lights" on Clark and Ontario streets to lead you to the golden arches, and will be viewable from up to three miles away." - Ads of The World
"The yellow lights are part of a regional campaign to highlight McDonald's french fries in downtown Chicago." - My Fox New York
"The clever billboard was created by ad agency Leo Burnett for the restaurant chain's 'Best Fries on the Planet' campaign. And on a clear night the yellow beams can be seen by hungry barhoppers and clubbers up to three miles away." - Gizmodo
"The ad agency Leo Burnett, maker of clever campaigns like landmine stickers and human billboards, designed this glorious billboard. It is shaped like a fry box. Yellow lights projecting upwards like a pillar of fire guide the hungry forward from up to three miles away." - Neatorama
"Leo Burnett has certainly done its job well in doing plenty of research about how to reach the attention of the target market for McDonald's. Finding out a way to advertise in an original way, like this, takes time, money and dedication. I think this billboard will reach a large audience because it is eye-catching and engaging to the senses. Stepping out of the box was a genius idea in this situation, because McDonald's is one of the most successful companies in the world and it obviously is doing something right. Having that sense of instant recognition of McDonald's fries is an asset to their company and brand message." - Christina @ AdWeek Comments
"This ad proves that creativity can come from the simplest of forms. This ad and campaign is straightforward saying that McDonalds has "The Best Fries on the Planet". It is using the company's most famous asset and displaying it in a way that no one will forget where to go and get fries. I am from Chicago and saw this billboard this past weekend and it definitely grabs your attention. This location is in the center of the city and is busy at all hours day and especially at night after bar close. I think that more companies should produce ads like this, it shows that with a great product you don't have to use sex appeal or negative attention in order to get your product talked about and remembered." - Kristen @ AdWeek Comments
"The simplest ideas are always the best and this proves that. Well done Leo Burnett." - Lee @ AdWeek Comments
"This ad is very creative. It isn't something that is seen everyday. It will get the attention of customers and make them want some delicious fries. I know I would!" - larockchalk @ AdWeek Comments
"The idea of this light-over McDonald's billboard is very genius. The yellow vertical lights that come out from the bag-shaped billboard well represent fries, like they are being put in that bag. The lights can light up high enough that they are visible for three miles around that location, so that people from around downtown can see the billboard with no doubt, and people from miles away can be attracted by those lights as well. The light gains audience's attention first, and then their attention will be drawn to what it says on it – "Best Fries on the Planet," which will definitely interest more people's to try those fries." - W @ AdWeek Comments
"This advertisement is one of a kind, in a great way. Leo Burnett is a company I hear about frequently in my journalism classes. This billboard advertisement is why it is the premier advertising in the United States. The lights are what make the ad unique and literally direct people to McDonald's. This is a genius idea and will lead the way for further billboard advertisements." - krsparks @ AdWeek Comments
"I think that is one of the greatest advertisements ever created by a company via billboard. On a regular basis a McDonald's billboard would capture most people driving by, if even for just one second. Leo Burnett creating the visual idea that fries are actually coming out of the billboard (like fries coming out a McDonald's fry box is absolutely genius. Scrolling down to read about other advertisements blogs, this one caught my eye immediately. I think that this will draw in a large amount of fast food consumers in the area in Chicago where the ad has been placed.
I agree with the previous comment, that compared to the other billboards around the area, McDonald's stands out. It is one of the more simple ads (does not have a lot going on in the actual sign itself) however, the lights creating the "fries" draws attention. I believe that people seeing the resemble for fries will become hungry for some McDonald's fries. I know I will be going to get some now." - sep1313 @ AdWeek Comments
"Wow! Leo Burnett has really outdone its self this time. The aspect of retrospective obviousness in this billboard sets it apart from the rest. Although it appears to have drawn inspiration from the Tribute in Light, it is a pretty unique concept for advertising in the fast food industry." - AroojZafar @ AdWeek Comments
Here are just some of the people tweeting about the Fry Lights Billboard in Chicago
"Our favorite outdoor advertisement of the year via @adweek: http://t.co/Q1mHhHKP - well done @mr_burnett." - ADstruc
"Cool photos via Adweek on McDonald's Best Fries on the Planet campaign in Chicago. lights in sky look like fries" - FastFoodMaven
"When it comes to outdoor advertising, #McDonald's takes the cake, or in this case the fries" - MSSmedia
"Simple, yet affective outdoor concept - McDonald's Billboard Lights Up Chicago Sky" - Brianne Hansen
"love this! Tribute in Fries! McDonald's Billboard Lights Up Chicago Sky" - Lauren McGuiness
"Tribute in Fries! McDonald's Billboard Lights Up Chicago Sky" - ArenaCreative.com
"Tribute in Fries! McDonald's Billboard Lights Up Chicago Sky" - Vicky Ly
"Brilliant billboard design for McDees" - 7dks
"McDonald's Fries reach for the stars in the Chicago Sky" - annasawicki
"Tributo as fritas!! Outdoor do Mc ilumina Chicago e lembra uma caixa de fritas." - fabio_mkt
"What do you think of this clever billboard design? We think its a #coolcreation." - ddandf
"This is pretty awesome - and now I want french fries. @mcdonalds #fries #ads" - eyarbrough
"Love MacDonald's new billboard in Chicago!! Talk about it making it easy to find your local fast food restaurant!" - fionacumminsmdp
"Brilliant use of outdoor ads. Via @adweek Tribute in Fries! McDonald's Billboard Lights Up Chicago Sky" - richmackey
"Very cool billboard concept. McDonald's takes trad. ad to new level & 'Lights Up Chicago Sky'" - 604meghan
Billboard Company: Urban Core Outdoor
Advertising Agency: Leo Burnett, USA
Global Creative Director: Susan Credle
Executive Creative Director: John Montgomery
Creative Director: Avery Gross, Brian Shembeda
Art Director: Tim Ratchford
Copywriter: Jason Curry
Executive Producer: Denis Giroux
Sr. Producer: Bridget Rose
Producer: Samantha Howes
Production Manager: Gretchen Hernandez
Talent Manager: Jeff Cowie
TV Production: O Positive / New York
Director: Kenny Herzog
Editorial: Whitehouse Post
Editor: Nikki Vapensky
For more comments, tweets and articles - please Google "Fry Lights"
