As part of a campaign promoting ice cream, McDonald’s recently partnered with Leo Burnett to launch an interactive digital board at Funan Mall in Singapore, that rewards people with a free Hershey’s ice cream cone for screaming at the top of their lungs.
“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, scream-activated digital panel with a vanilla ice cream cone turns to chocolate, 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.
Credits
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
