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Piccadilly Circus’s famous advertising hoardings were being updated from analogue to digital for their first renovation in 25 years. We were tasked with maintaining McDonald’s presence during the building work. We wanted to ensure that the brand’s relationship with its audience would be maintained, so we created the simple loading message with McDonald’s iconic French fries and a dollop of ketchup. Over the three-month period we refreshed the poster to signify the progress being made in bringing back the normal advertisement’s service.