The data trigger allowed us to feed in information about the current and forecasted weather around a DOOH site. We wanted to use this trigger at a time when the weather was particularly pertinent.

Through social listening, we established that Brits talk about the weather most in April. Because April’s weather is like a box of chocolates. You never know what you’re gonna get. It’s a climate cocktail of sunny spells, rain, gale force winds and snow, and, being Brits, we can’t help but continually comment on it.

With such unpredictability, it’s easy to find yourself woefully ill equipped on any given day. The Iconic Weather Forecast by McDonald's was created to offer the nation up to date, live information about the current and impending weather.

We turned the instantly recognizable McDonald’s food menu into graphics that related to iconic weather symbols and displayed them in a bold, simple way.

The Iconic Weather Forecast by McDonald's used MET Office real-time data to offer the nation live information about the current weather, as well as a 5-day forecast on large format digital screens across the country.

To bring a McDonald’s smile, and continue to give people Good Times, we turned the instantly recognizable, iconic McDonald’s menu into universal weather symbols and displayed them in a bold, simple way.

The work ran for 3 days on 19 high impact, large format sites across the UK.

The campaign has only just launched so we do not have any business results yet. However, the campaign achieved worldwide PR coverage and we had a total of 4,105,004 Impacts across the 12 cities.