The solution was to recreate a McDonald’s experience that only kids can have.We built an adult-sized McDonald’s Playland to let grown-ups play again.We used one of McDonald’s most recognisable properties – the Playland – as the media itself.The Playland was built over a weekend in the forecourt of Customs House in Sydney’s CBD. The location made it instantly visible to workers arriving by bus, train, ferry and taxi on Monday morning, a time when fun was the last thing on their minds.

The Playland let adults engage with McDonald’s in a way they hadn’t for years: They had fun – and lots of it.

People see I'm lovin’ it in all our ads. This time they felt it.