Leo Burnett celebrates McDonald’s Malaysia’s 40th anniversary with fries crosswalk in KL
McDonald’s Malaysia and Leo Burnett Malaysia has brought to life the first ever iconic McDonald’s Fries crosswalk in the heart of the Golden Triangle in Bukit Bintang. This iconic crosswalk is strategically located as it leads visitors straight into Malaysia’s first McDonald’s restaurant.
The concept, official approval and rollout of the ‘fries’ crosswalk took seven months to complete and also coincides with McDonald’s Malaysia’s 40th anniversary which aims to reinvigorate Bukit Bintang’s intersection and spark feel-good moments to all pedestrians. This iconic crosswalk is the start of a larger campaign with consumer activations to help further generate buzz and encourage social fan truths.
Neil Hudspeth, CEO of Publicis Groupe Malaysia and McDonald’s Global Client Lead Asia Pacific, said: “I love the idea. It’s simple, powerful, disruptive and iconic. There are very few brands in the world today that have this heady combination of creative authority and customer love, and the cross walk is a powerful example of the love Malaysians have for McDonald’s, as well as a genuine reflection of how well embedded the brand is in to our culture. Bringing back fun to Bukit Bintang, one fry at a time is just incredible. We talk about little moments of love made easy for everyone, and what better way to bring this to life.”
Melati Abdul Hai, Vice President and Chief Marketing Officer of McDonald’s Malaysia, said: “At McDonalds, we are always looking for creative ways to create feel-good moments for Malaysians. So, when our partner creative agency, Leo Burnett, shared the idea to marry the iconic Bukit Bintang crossing with our global McDonald visual icon, our French Fries, we were excited to bring it to life. Our hope is that this Fries Crosswalk will add to the beauty of Kuala Lumpur and put smiles on pedestrians’ faces by making simple routines such as crossing the road a ‘feel-good’ moment.”
19 Comments
Neil, it’s DONE before already!
https://www.adsoftheworld.com/media/ambient/mcdonalds_macfries_pedestrian_crossing
12 years ago. This piece my TBWA won tons of awards too. Any decent creative would know it.
Why are they making so much noise about this?
The cross walk is a powerful example of the love Malaysians have for McDonald’s?
How is a Pedestrian Walk an expression of the love Malaysian have for McDonalds?
It an advertisement paid by McDonalds! It’s not a pledge that Malaysians made for the brand.
How could the Global Client Lead on McDonalds don’t know this been done a few times before?
https://orangemagazine.ph/2018/mcdonalds-takes-the-streets-literally/
how come their creative committee heads don’t know the TBWA’s MCD ‘award winning ad’ (or knows ;).
like this must be huge plan and huge money behind it to make it. Hope it’s not real. Just photoshop.
It’s a colorful graphic could easily distract motorists and pedestrians.
I hope nobody gets knocked down by a car
Bukit Bintang already is fun. Just walk behind McDonalds there are lots of Chicken.
It’s a great Idea! I loved it the first time I say it years ago.
https://www.behance.net/gallery/6926173/Guerilla-McFries
https://weburbanist.com/2012/05/27/10-more-creative-crosswalks-zany-zebra-crossings/
https://www.adeevee.com/2011/12/mcdonalds-macfries-pedestrian-crossing-media/
Creative: I have this idea to recreate TBWA’s McD crosswalk ad. Can be iconic.
Creative boss: If it’s already done 10 years back, then do it. New juries won’t remember. Rule is the stuff has to be from 10 years back but iconic.
Very big creative boss: Looks same. But we need awards. Add more fries and make it big. Make it iconic.
Ultra big creative boss: Looks great. This year will be iconic.
Client: Our agency is iconic and does iconic work (literally).
@TBWA @McD
Guys common! even if it’s copied, that’s a mistake may be. The question is on the idea itself. So is it walking (stepping) over junk food and protesting against junk OR the taste is so bad that you want to walk over it OR you are making a path for young kids to walk over these and land in the McD and get fat? How promoting junk in city centre is making people or brand feel happy? Overloaded french fries in city centre!
TBWA’s pedestrian fries walk is way, way better. The lines of the zebra crossing line up nicely in the fries holder. That how they stack up McDonalds fries! Where else Leo Burnett Kuala Lumpur is very forceful, the fries or yellow lines don’t sit in the McDonalds holder.
This better not win at Kancils.
Kancils judges if you award this you just making Kancils irrelevant & pointless.
Everyone in the business have seen & are fully aware of TBWA’s original Pedestrian Fries Walk. It’s an iconic outdoor and probably the best ambient piece using a pedestrian wall. Just Google it! There’s dozen of images of the original piece.
Would be great to get a statement from LB? They got nothing to say now?
Plagiarism is a big problem. Commonly, creatives that are lazy & weak tend to find a easy way out and just ripped other people’s ideas. It’s shameful & robs all the hard work other descent or good creatives strived everyday.
These creatives that copy other peoples ideas will justify & argue to kingdom come that it’s different and they are not copying. How are agencies going to justify being aid for their creativity when another agency just rips off ideas?
I don’t believe they didn’t know about the TBWA pedestrian walk idea. #put a stop to plagiarism
LOL! Here’s the same idea done again in Manila in 2019.
Different city. Same idea but this time they have 2 fries holders. So what’s wrong if LB do it third time around?
Are you referring to this?
It’s different and nothing like Leo Burnett Malaysia’s crosswalk
Malaysia thttps://orangemagazine.ph/2018/mcdonalds-takes-the-streets-literally/
It’s different. TBWA piece only used one box of fried. Manila’s execution used 2 fries holder. LB Kuala Lumpur is selling the large fries. It’s not the same thing.
Actually if you count the number of fries it’s comes up to 40th. It’s celebrating McDonalds 40th Anniversary. How is this the same with the other ideas? Crazy lah.
Saw many people from the once talented LB Malaysia talking it up on social when it was first launched. Not a peep now. Can’t wait to see this submitted for awards. Hope the judges will call it out for being a copycat…chances are they wont coz its all a mates game here. Embarrassing to not know its been done before…or maybe they did (First ever iconic fries ‘crosswalk’ in ‘bukit bintang’…lots of caveats there).