Singaporeans are screaming for ice cream thanks to a high-decibel activation from Leo Burnett and McDonald’s Singapore
Leo Burnett and McDonald’s Singapore have launched an interactive digital board at Funan Mall, where screaming at the top of your lungs gets you a free Hershey’s ice cream cone.
After more than 2.5 years of hiding our faces and emotions behind masks, it’s only fitting that the activation launched last Monday – the same day that masks in Singapore became optional in most public settings.
“Screaming for ice cream is a cathartic response to our inability to express our emotions behind masks during the pandemic…and what better way to do it than for a free ice cream,” said Sharim Gubbels, Leo Burnett Singapore’s Executive Creative Director.
When the right decibel level is activated, this scream-activated digital panel turns a chocolatey brown, and visitors receive a free Hershey’s cone in exchange.
The activation ran from August 29th to August 31st at Funan mall in Singapore and provided 1,200 free ice creams to screaming fans.
Noel Teo – Art Director
Francesca Tan – Junior Copywriter
Roxane Wee – Senior Art Director
Dan Chia – Senior Copywriter
Weicong Chong – Creative Director
Claudia Ribeiro – Creative Director
Sharim Gubbels – Executive Creative Director
Xin Wei Lim – Business Director
Sarah Lim – Senior Account Manager
Natasha Tan – Account Manager
Rebeca Leong – Account Executive
Callista Koh – Project Manager