While McDonald’s in HK is known for its exciting limited time offers, 80% of its business actually relies on sales of core menu items: Hamburgers, Sundaes, Big Macs, and… FRIES. The problem however, is that people tend to take McDonald’s fries for granted. So, how could we rekindle Hong Kongers’ excitement for a product that’s been on our menu since forever?

We place our billboard right next to a high traffic flyover where thousands of drivers pass by every day. While they see the yellow box marking on the road, they also see a “yellow box junction” made of McDonald’s fries on the side. This would attract eyeballs and give McDonald’s the opportunity to promote itself.