Announce the arrival of the new McDonalds Angus Burger in a totally unexpected way.

We used the smoke coming out of our restaurants' grill and use it as a projection screen. It not only looked great but also smelled as well, images and messages of the Angus Burger were projected on the smoke screen everytime a new batch of hamburgers were made with messages such as: 'The Angus are ready', 'Mmmmm', 'Smells good, tastes better. Angus', etc. These projections were made at McDonald’s all over the island in high traffic areas.So, in that way, the product itself made it's own media, giving McDonalds clients a fully sensorial experience when passing by the restaurant.

First of all, it was cost efficient for our client because we used their own restaurants as a media. It was also efficient because customers had a chance to experience a sensorial sampling of the Angus burger seconds before entering the restaurant. In that way, we lured them to try one.

Our product is as big in flavor as it is in size. So we thought it deserved a big promotion that showed these attributes. That's why we did a huge sensorial projection, located in the place of purchase: high traffic McDonalds.