During winter, France is freezing. So, to bring a nice touch of comfort to the French people, we created posters as warm as the American Winter burgers.

We chose to use bus shelters ads by giving them a new function: to provide heat to passers-by. For a week, the passers-by could wait for the bus without getting cold and while enjoying this touch of comfort.

The American Winter Billboards seem to be classic posters featuring the product. The hook calls passers-by to get closer to the poster. The heat from the bus shelter was released over the entire poster, including the center, where the opening of the sandwich is shown. We turned regular bus shelter ads into 40°C heated posters. Thanks to this technology, Paris brought warmth and comfort to Parisians during the cold winter.

- 240.000 people warmed up during the campaign

- One out on four sandwiches sold in McDonald’s restaurants was burger from the American Winter range,representing 19% of revenue.

- The most successfull operation for the 1st quarter of 2016, with +28% vs sale objectives.