According to Chicago Business:
Designed by ad agency Leo Burnett with the input of an engineer, the billboard features a real sundial whose shadow falls on a different breakfast item each hour until noon, when the shadow of the McDonald’s arches are dead center.
The billboard, which went up near the intersection of Clark and Addison on Friday, is the latest in a campaign aimed at urging Chicagoans to turn to McDonald’s for breakfast.
To turn the sundial concept into reality, Leo Burnett hired Christian Huff, a Chicago-based electrical engineer and technical advisor to Studio One East, a Chicago graphic design business that does work for Leo Burnett.
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, but Mr. Huff says he’s helping Leo Burnett evaluate other concepts.