Time For Breakfast

Leo Burnett went old school with its latest outdoor application for McDonald’s. The billboard at the intersection of Clark and Addison features a sundial whose shadow falls on a different breakfast item each hour until noon, when the shadow of the McDonald’s arches are dead center.
To turn the sundial concept into reality, Leo Burnett hired Christian Huff, a Chicago-based electrical engineer and technical advisor to Studio One East, a Chicago graphic design business that does work for Leo Burnett.
Mr. Huff evaluated several available billboards before settling on the one west of Wrigley Field, where the sun hits at just the right angle to tell time between 6 a.m. and noon.
The billboard will remain in place until August, when the sun starts to wane, but Mr. Huff says he’s helping Leo Burnett evaluate other concepts.
[via Chicago Business]

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. the last timeframe should either be:
    time to die
    time to take a massive shit

  2. Despite feelings for McD’s, this is a fabulous idea.

  3. eggstronaut says: