A simple fry box graphic was applied to the sidewalk-facing side of a conventional lit bus shelter. Regular bulbs were swapped out for yellow-coloured ones; at night, they turned on, turning the ad into a giant glowing box of McDonald’s fries, with the message ‘open late’ in glowing type.

'Windy City Fries' was a component piece to a broader advertising program that drove a 23% rise in fry sales in downtown Chicago stores.