An example of how Fire & Ice has been applied in advertising history as you prepare for the 2023 American Advertising Awards Gala
Over the years, billboards have garnered admiration and appreciation for their use of clever creativity, especially when used in conjuncture with the natural elements around them. One example of this is from 2016, when a McDonald’s billboard near Whistler, British Columbia gave snow reports via espresso drink toppings.
Located in Squamish, halfway between Vancouver and Whistler, the billboard was positioned strategically on the only highway that connects the western city to the ski resorts. Travelers were met with advanced insight into how many inches of snow were on the ground in a very unique way! The billboard used real-time snowfall data to synchronize the whipped cream or foam levels on McDonald’s espresso drinks to the amount of recent snowfall in centimeters at the Whistler Blackcomb resort.
The creative execution was spearheaded by Cossette Vancouver with a partnership with Astral Media. Gavin Stafford, senior marketing manager for Western Canada at McDonald’s, said that the billboard was aimed at building brand awareness in a fun way. “It will keep our products top of mind in a very relevant time of year.”
Another example of a time McDonald’s has used snow as a feature in their out-of-home media is in Sweden. A country that is notoriously cold, McDonald’s took advantage of the snowfall and found a way to, again, cleverly integrate the natural element into their advertising – this time literally. With the headline “It’s never too cold for ice cream,” the billboard featured a giant cone, using real snowfall to fill it up.
Don’t miss out on AAF Polk County’s 2023 Fire & Ice Gala! On February 24th, represent your favorite element in this classy night out as we present this year’s local American Advertising Award winners. Visit aaf-polk.org/awards for more information on the gala and competition.
