MCDONALD’S LITTLE pICCADILLY

 Voted Top 10 Innovations in 2014 by Campaign

There's a McDonald's for everyone… that’s the brand’s core message, so McDonald’s did something that everyone could be a part of. Little Piccadilly was a constantly evolving, virtual Piccadilly, made by the people who visit. This was a gift from McDonald's to the people that put their brand message at the centre of a memorable, mobile, outdoor experience that spoke to all ages, nationalities and abilities. For locals it provided an evolving landscape and fresh view of their city. For visiting tourists, it provided a unique experience and positioned McDonald's as a special part of their London trip.

I worked as the creative lead on this and developed the concept from scratch, through to production and then to the bright lights of Piccadilly Circus, where it lived bringing pleasure to passersby for 3 years.

I worked with Twitter designer, Stanley Chow and production company, Pirata to develop the design and create an ever-evolving window onto the city. It held a mirror up to London and showed the diversity of the people who inhabit it, the cultural events hosted and even what the weather was up to.

Make your Little Picca

We worked out assets to create over thirty thousand different combinations, so people could make the perfect Little Picca version of themselves. Subtle branding elements were incorporated into the design of outfits, hairstyles and accessories, as well as tactical elements for special occasions like Christmas, Valentine's Day or The World Cup making Little Piccadilly part of the cultural life of London.

To make it inclusive we made sure there were a range of skin colours, dress and differently-abled options available to users to create their Little Picca Person.