Banner published at very popular site among young people in Turkey. Half of the banner appears as a scientist’s confession; he experiments on people including himself to find out how long human survives hunger and the result is 10 days. The hungry scientist reaches for McDonalds home delivery service (banner’s second half) and picks up phone to give an order. The client wants to increase awareness and sympathy about the MCD home delivery service among the young urban Internet users. Target audience insight: dislikes standard banners, appreciates innovative ad activities. Message: MCD has a fast home delivery service that is easy to order by phone.