In the vibrant landscape of Costa Rica, where creativity meets consumer culture, McDonald’s introduces a groundbreaking campaign that redefines the relationship between proximity and perception. Titled ‘McCloser Billboards,’ this professional endeavor, crafted by the inventive minds at Orson, showcases an ingenious approach that transforms traditional billboards into dynamic indicators of distance and iconic McDonald’s products.
Published in July 2023, the campaign transcends the conventional boundaries of outdoor and print media. Instead of relying on standard distance indicators, ‘McCloser Billboards’ takes a bold step by utilizing McDonald’s most iconic products as visual cues. The concept is elegantly simple: the closer a restaurant is, the larger the product on the billboard appears, accompanied by a clear representation of the distance.
At the heart of this campaign is the marriage of innovation and familiarity. McDonald’s, known for its iconic menu items, leverages the power of recognition to guide individuals seamlessly to their nearest McDonald’s restaurant. It’s not just about telling people how far a McDonald’s is; it’s about showing them through the lens of the products they love.
Imagine driving down the streets of Costa Rica, and as you approach a McDonald’s, the billboard featuring the golden arches or the iconic Big Mac becomes more prominent, with the distance to the restaurant clearly displayed. It’s a visual cue that transcends language barriers and taps into the universal language of McDonald’s iconic offerings.
Orson, the ad agency behind this innovative campaign, orchestrates a symphony of Outdoor and Print media, utilizing two media assets to convey the dynamic messaging. The choice of media is strategic—it allows the campaign to seamlessly integrate into the daily lives of individuals, whether they are walking, driving, or simply exploring the city.
What sets ‘McCloser Billboards’ apart is its ability to turn the mundane into a memorable experience. Billboards, often seen as static advertisements, become dynamic guides, providing real-time information about the proximity of a McDonald’s restaurant. It’s a testament to McDonald’s commitment to not just being a destination but an integral part of the journey.
The campaign, with its play on words—’McCloser’—captures the essence of what McDonald’s aims to achieve. It’s more than a physical proximity; it’s about bringing people closer to the familiar comfort of McDonald’s iconic offerings. Whether it’s the allure of golden fries or the promise of a juicy burger, the billboards serve as beacons, drawing individuals toward the satisfying embrace of McDonald’s flavors.
As ‘McCloser Billboards’ continues to grace the streets of Costa Rica, it stands as a testament to the marriage of innovation and consumer-centric thinking. It’s not just an ad; it’s a guide, a visual representation of McDonald’s commitment to being not just a fast-food giant but a brand that understands the nuances of consumer experience. In a world where distance can be a barrier, McDonald’s bridges the gap, one iconic billboard at a time.
