PLAYLAND by DDB Sydney for McDonald's

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PLAYLAND

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Industry Fast food
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Australia
Agency DDB Sydney
Executive Creative Director Matt Eastwood
Art Director Adam Rose, John Downing, Matthew Knapp
Producer Brenden Johnson
Photographer Sean Izzard Photography, Christian Mushenko
Account Supervisor Sarah Trickey, Kenny Hill
Released March 2010

Credits & Description

Category: Ambient: Stunts & Live Advertising
Advertiser: McDONALD'S
Product/Service: RESTAURANT
Agency: DDB SYDNEY
Executive Creative Director: Matt Eastwood
Creative Director: Adam Rose
Copywriter: Adam Rose/John Downing/Matthew Knapp
Art Director: Adam Rose/Matthew Knapp/John Downing
Account Manager: Georgina Gooley
Account Supervisor: Kenny Hill/Sarah Trickey
Photographer: Sean Izzard/Christian Mushenko
Producer: Brenden Johnson
Other Credits: Set Designer: Karen Murphy/Set Construction: Greg Hajdu (Greg Sets Pty Ltd)
Date of First Appearance: Mar 29 2010 12:00AM
Entrant Company: DDB SYDNEY, AUSTRALIA

Description of Ambient execution
The ambient piece was an adult-sized McDonald’s Playland. Built entirely by hand and scaled 2:1, it made adults look and feel like kids again. It had a height of 32 feet, a weight of more than 15 tonnes, and a footprint of over 4,500 square feet. 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. On Monday March 29, commuters arrived in Sydney’s CBD to find a McDonald’s Playland built just for them. Adults were able to play in a way that they hadn’t since childhood. The Playland incorporated retro characters from the past such as a Hamburglar swing, Grimace cage and Fillet-O-Fish bouncers.