| Title | PLAYLAND |
| Brand | McDONALD'S |
| Product / Service | McDONALD'S RESTAURANT |
| Category | B02. Special Build |
| Entrant | DDB SYDNEY, AUSTRALIA |
| Entrant Company: | DDB SYDNEY, AUSTRALIA |
| Advertising Agency: | DDB SYDNEY, AUSTRALIA |
Credits | |
| Executive Creative Director | Matt Eastwood |
| Creative Director | Adam Rose |
| Copywriter | Adam Rose/John Downing And Matthew Knapp |
| Planner | Russ Mitchinson |
| Account Manager | Georgina Gooley |
| Account Supervisor | Kenny Hill/Sarah Trickey |
| Producer | Brenden Johnson |
| Art Director | Adam Rose/Matthew Knapp/John Downing |
| Photographer | Sean Izzard/Christian Mushenko |
| Other Credits | Set Designer: Karen Murphy/Set Construction: Greg Hajdu (Greg Sets Pty Ltd) |
The ambient piece was an adult-sized McDonald’s Playland. Built entirely by hand and scaled 2:1, it made adults look and feel like kids again. It had a height of 32 feet, a weight of more than 15 tonnes, and a footprint of over 4,500 square feet. The Playland was built over a weekend in the forecourt of Customs House in Sydney’s CBD. The location made it instantly visible to workers arriving by bus, train, ferry and taxi on Monday morning.
On Monday March 29, commuters arrived in Sydney’s CBD to find a McDonald’s Playland built just for them. Adults were able to play in a way that they hadn’t since childhood. The Playland incorporated retro characters from the past such as a Hamburglar swing, Grimace cage and Fillet-O-Fish bouncers. Built entirely by hand and scaled 2:1, it made adults look and feel like kids again. It had a height of 32 feet, a weight of more than 15 tonnes, and a footprint of over 4,500 square feet. People see "i’m lovin’ it" in all McDonald's ads. This time they felt it.