In 2008, McDonald's was facing a paradox: despite very good business results (44m consumers) it had no real emotional link with French consumers.Our campaigns ‘objective is to strengthen this emotional link and demonstrate the fact that McDonald's is one of the only place’s where it is so easy to be yourself, wherever you come from, your age, your job.In 2012, outdoor campaign was launched to pay tribute to that unique and precious diversity of McDonald’s consumers.

The idea was to create a place where consumers could become actors of the future outdoor campaign. In partnership with OMD and Decaux, this idea took the shape of a spectacular cube of 5 square meters per side. We chose to place this cube in a very busy place where we could catch passers-by on their way to workThe process was:1/ Their photo was taken by entering into a photo booth.

2/They chose between having their face integrated live on the digital side of the cube or having their picture printed and stamped by a billboard sticker on the print side of the cube.

3/ They were given a print picture to keep as a souvenir of the event and they received an email with the picture attached.To share this event with consumers who weren’t there, we made a short film and posted it on YouTube.

The event only took place at the beginning of March and we already have good results:- 800 000 video views on youtube the first week of the launch.- Many articles in blogs and ad websites, all very positive and highlighting the original and welcoming spirit of this event- People’s positive reactions to the campaign on Youtube and Facebook"This is typical of McDonald’s!!! I would have loved to be there:(☹”; “It is exactly what I like, I’m lovin’it”; “This is so cool”; “Genious!”; " I would have loved to see this event in my city: Lille!".