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.
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