Jul. 13th, 2006

McDonald’s engineers smart billboard

Ronald breaks through with this outdoor sundail.

Apparently, Leo Burnett needed an engineer for this one, reports Crains Chicago Business: "Mr. Huff says he evaluated several available billboards before settling on the one west of Wrigley Field, where the sun hits at just the right angle to tell time between 6 a.m. and noon.
He then designed an aluminum set of McDonald’s arches measuring four feet by three-and-a-half feet to serve as the “dial” mounted above the billboard. “The underlying concept is simple, but the application is messy,” Mr. Huff says, explaining that he had to tweak the positioning of the arches so it would cast an undistorted shadow on the billboard at noon, when the arches fall on a sandwich, signaling lunchtime.

The billboard will remain in place until August, when the sun starts to wane."


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