The McDonald’s giant interactive LED billboard at London’s Piccadilly Circus was created to do more than just sell burgers, It is an interactive poster allows the 34 million people that pass it every year to actually live the brand’s value of Simple Easy Enjoyment. Using a series of 40 second iconic still and moving images, people can take pictures of them with our poster as a backdrop and create a fun photo of them appearing to wear or do something. The digital technology allows us to display a variety of creative executions – London-centric (e.g. bowler hat), seasonal (e.g. umbrella) and tactical (e.g. Mother’s Day, Halloween). Already in the short time that the poster has been live, a Flickr group has been created and when you go down to Piccadilly Circus you’ll now see people striking strange poses as they manoeuvre into position for their perfect shot.