McDonald's Made Scented Billboards That Smell Like Its French Fries

The work from TBWA\Neboko proved the power of the chain's bestselling item

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A delicious smell can inspire cravings and lure passersby into a restaurant. McDonald’s put that power to the test by deploying a series of billboards diffusing the scent of its bestselling french fries.

Amsterdam-based agency TBWA\Neboko collaborated with Raúl&Rigel, a production company specializing in fabricating unusual billboards, to produce a series of unbranded, blank red and yellow billboards with a hidden compartment to store fries. An internal heat and ventilation system intensified the smell of the snack and directed it toward anyone walking within five meters of the display.




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