The idea was to create a link between a hunger ‘emergency’, and McDonald’s, the solution. To this end, we created a city light poster (three-dimensional translite box), and positioned it directly in front of a fire station. It was made to look like a fire alarm, and displayed the words, “In case of hunger, break glass”. Behind the pane of glass was a one-euro coin.

With 50 percent unaided recall, One for One achieved one of the highest scores for a McDonald’s campaign since 2001. Aided recall in 2005 was 70 percent (cumulative). What’s more, the One for One campaign contributed significantly to McDonald’s strong performance in 2005