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McDonald's Big Mac Campaign Takes Over Madrid

Non-Sign II transforms a traditional billboard into a silent frame for nature, challenging the norms of outdoor advertising and commercial space..

A Giant Big Mac Hits the Streets of Madrid

McDonald's has once again captured public attention with a bold outdoor statement. At the Montera restaurant in Madrid, the fast-food icon launched a creative campaign featuring a giant Big Mac installation and a public casting call to find the most passionate fans in Spain. This mix of live interaction and visual spectacle highlights the emotional power of billboard advertising in today’s market.

More Than a Burger — A Cultural Symbol

The Big Mac isn’t just a sandwich — it’s a global symbol. By bringing fans together in the heart of Madrid, McDonald’s proves that powerful branding can foster real communities. Through installations like this, brands are tapping into memory, loyalty, and shared experience — elements that go far beyond traditional billboard advertising rates or ROI metrics.

Emotional Engagement in Public Spaces

The Montera casting event turned a regular day into something memorable. While most billboard advertising prices are based on visibility and reach, this campaign added emotional depth. McDonald's didn’t just show a product — it celebrated it. That’s where outdoor advertising is headed: blending physical presence with personal meaning.

Billboards That Talk — and Listen

Instead of pushing a message, this campaign opened a conversation. Asking people how “big” their Big Mac love is created an authentic experience. It shows how out-of-home advertising can evolve from passive exposure to active participation. This strategy not only boosts brand love but also redefines how we measure campaign impact.

What This Means for Outdoor Advertising Agencies

For agencies and marketers, this campaign is a reminder that bold doesn’t always mean loud — it means meaningful. When evaluating billboard advertising prices or billboard rates, the true value lies in connection. By creating moments that resonate with the public, outdoor media can be both impactful and unforgettable.

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