Catch of the Day

The classic McDonald´s Filet-O-Fish is made of 100% fresh fish. To communicate this, we took over a street light near the Hamburg soccer stadium and turned it into a fishing rod. The line spanned the street, hooking the Filet-O-Fish on a billboard across the street. The billboard was printed on fabric, so that it looked as if the hook was pulling the fish filet. This installation demonstrated the quality of the product in a surprising and memorable way. I´m lovin´ it.