# Fast Food Timekeepers The McDonald's Sundial Billboard Lets People Know What to Eat When By Meghan Young | Published 2011-11-11 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/mcdonald-s-sundial-billboard References: [mymodernmet](http://www.mymodernmet.com/profiles/blogs/mcdonalds-brilliant-sundial-billboard) & [leoburnett](http://www.leoburnett.com/) The McDonald's Sundial Billboard is absolutely brilliant. Known for their clever publicity stunts such as their [light post coffee installation](http://www.trendhunter.com/trends/mcdonalds-coffee-ads) and [Dollar Drink Day ice sculpture](http://www.trendhunter.com/trends/mcdonald-s-dollar-drink-days), this one might have just out done them both and those that came before. Conceived and executed by ad agency Leo Burnett, the McDonald's Sundial Billboard essentially tells people when to eat a certain meal. For instance, morning time definitely calls for some sort of [breakfast sandwich](https://www.trendhunter.com/trends/mcdonaldland-meal), why not their bagel BLT? Simple and effective, the McDonald's Sundial Billboard will entice many hungry individuals to forego their healthy meals for one day to enjoy whatever is suggested above this particular chain. Hopefully it won't make anyone late for anything important. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 68% | Activity: 90% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What Makes This Trend Stand Out - **Contextual Advertising:** Incorporate the concept of contextual advertising, where advertisements that are relevant to the time of day or location are displayed, to promote products and services. - **Interactive Billboards:** Experiment with interactive billboards that engage customers in a fun and unique way to promote a brand or product. - **Personalization:** Implement personalization by recommending products or services that are tailored to specific individuals in order to increase sales and customer loyalty. ### Sectors Adopting This - **Fast Food:** Fast food restaurants can incorporate contextual advertising into their billboards to suggest meals based on the time of day or weather. - **Outdoor Advertising:** Outdoor advertising companies can create interactive billboards that engage potential customers and promote brands or products. - **Advertising Agencies:** Advertising agencies can leverage personalization to create more targeted ads for their clients and increase their effectiveness. ## Related on Trend Hunter - [Food Truck Billboards](https://www.trendhunter.com/trends/food-truck-billboard.md) - [Scented Fast Food Billboards](https://www.trendhunter.com/trends/scented-billboard.md) - [Night QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-night-posters.md) - [Fast Food-Inspired Beachy Campaigns](https://www.trendhunter.com/trends/leo-burnett-italia.md) - [Sun-Framing Billboards](https://www.trendhunter.com/trends/daily-dose-of-vitamin-d.md) - [Time Travel Fast Food Ads](https://www.trendhunter.com/trends/inflationary-mcdonalds-ads.md) - [Fast Food-Themed Roads](https://www.trendhunter.com/trends/mcdonaldsfries1.md) - [QSR Food-Inspired Door Designs](https://www.trendhunter.com/trends/mcdonalds-france-1.md) - [Playful QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-campaign-1.md)