This was a unique idea that could not be executed through traditional media booking. So we worked together with a media supplier who was able to cover the whole production process: from finding the right location, to building the installation, all the way to documenting the implementation.

The idea for the Filet-O-Fish is part of a bigger quality communication effort for McDonald´s. Since the beginning of the year, progress can be seen in how people perceive McDonald’s quality. Newspapers and local television stations in Hamburg, the fish capital Germany, covered the installation. All together, this lead to 80% more requests for Filet-O-Fish in the region.