Leo Burnett London have used the world famous Piccadilly Circus to give “Power to the people” in an ambitious new marketing stunt for McDonald's. The globally popular fast food brand is giving Londoners and tourists alike the chance to populate a gigantic digital screen in the major tourist hangout spot with animated avatars of themselves. The newly re-launched interactive screen (dubbed “Little Piccadilly”) acts like a giant visitors book, allowing people to choose from over 300 million possible combinations of animations and artwork from the bespoke site at www.LittlePicca.com.
The newly re-launched interactive screen (dubbed “Little Piccadilly”) acts like a giant visitors book
The site is open to anyone, with an easy-to-use interface, which allows users to create their own characters, which they can then store on their smartphones and 'send' to the big screen in Piccadilly Circus when they're in the vicinity. Once the characters have been posted to the screen, they will act on their own accord, interacting with one another and sending greetings to their creators using the default language from each users smartphone. Characters will dance, high five, perform magic tricks and more, all on the big screen, with the backgrounds and animations updating concurrently depending on the time of day, time of year and the local weather. McDonald's have claimed it's a world first, in that it is the only digital advertising screen to be fully interactive 24 hours a day and 365 days a year. Leo Burnett London creative directors Charlie Martin and Ben Lunt have said that reaction to both the screen and the site have been incredibly popular so far, with Lunt saying that the site really seems to have “Captured people's imaginations.”
The screen aims to hold a mirror up to London, but that doesn't necessarily mean that users have to make their creations a reflection of themselves. Illustrator Stanley Chow, who created the artwork for the project, has programmed the site with all manner of potential accessories, hairstyles and more. Wheelchairs, berets, scarves, dinner jackets and clown costumes are all available to be played around with, though Martin has assured us that there are no potentially “Untoward combinations.” There has been nothing too bizarre or outlandish created thus far, but the screen has only just been re-launched and so its potential has only just begun to be explored. Lunt says he can't wait for a coach load of children to turn up and unleash their imaginations on the screen, as the more people who use it, the more elaborate and interesting the screen will become. For example; when large groups of characters come together, complex animations such as gigantic human pyramids will play out, and as the screen has been designed to remain for a number of years, there is always room for enhancements and expansions, such as real-time games and messages.
Illustrator Stanley Chow, who created the artwork for the project, has programmed the site with all manner of potential accessories, hairstyles and more
The Leo Burnett team struck upon the idea of using an interactive screen having spent time studying the “Microcosm” of Piccadilly Circus. Lunt says that it's “Pretty unique in London and about as close as we have to a piazza.” Martin meanwhile, believes the project gave them a unique opportunity to bridge the real and the virtual, as well as, of course giving them the chance to be “Part of the architecture of one of the most iconic, instantly recognisable locations in the world.” McDonald's has famously had a sign displayed in Piccadilly for over 20 years now, and both Martin and Lunt see the interactive screen as an expression of the “Democratic and open values of the brand.” As they have said “We had to do something big and special, and there really was no other option.”
Leo Burnett London on Creativepool
Official Leo Burnett London Website
Benjamin Hiorns is a writer from the UK who has a draw somewhere full of McDonald's 'Monopoly' stubs. At least a tenner in free cheeseburgers that will never be claimed.
