The Leo Burnett agency from Puerto Rico, which created the smoking burger ad on the roof of the McDonald’s restaurant, added another project to the list of its ambient campaigns. This time it was not about promoting a new addition, but about familiarizing people with the McHappy Day, when the company donates Big Mac’s sales to the children of the Ronald McDonald House Charities.
If the people are smiling, they are happy. Sharing smiles and warmth of hears is what the campaign is about, so the agency decided to make the huge smile no one could miss. They made an enormous installation on the wall of Western Bank World Plaza, which is Puerto Rico’s tallest building — the windows with light were forming a smile. Quite an evil one, though.
The proceeds from the project, which hit the media, in 2009 made up $152,000, which is twice as much as previous year.