We see a group of young friends and an older gent, living side-by-side in typical British urban surroundings. And as disparate as their lives may seem, we see more and more similarities as the ad progresses, culminating in the notion that 'we all have McDonald's in common'.

People join in via a mobile website, where they create a unique character and send it straight to the McDonald’s screen. Seconds later their character is greeting everyone in Piccadilly Circus in their auto-detected, native language, before interacting with the other characters on screen.

Key points:

• Fully interactive 24/7/365.

• Intelligently reacts to the number of people participating, creating singular or group animations.

• Reflects changing seasons, time of day and local weather.

• Over 300 million combinations of artwork and animation.

• Continually showcases all the little residents ever created, so even when you leave London a little bit of you will always remain.

The activity is recently launched and is planned as a piece of ongoing activity for the brand; there is no set end date for Little Piccadilly, which is running 24/7/365.

The success will be judged by the daily conversion rate of visitors to Piccadilly Circus, which is variable according to season and weather. We cannot report on the success of the activity at this stage, though we have received a very positive response to the idea across social channels, and early stats indicate high levels of engagement at Piccadilly Circus.