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Escalator Panels Oxford Circus

Leo Burnett / McDonald's

Idea

We needed to engage Londoners on their way up the escalators from Oxford Circus underground. Our answer was to provide a game of ‘Getting warmer/cooler’. We were able to display the entire McDonalds menu from bottom to top. If passenger’s appetites had been whetted by the top of the escalator, simple directions to the nearest restaurant could be followed.