| Title | McGRAND OPENING |
| Brand | McDONALD'S JAPAN |
| Product / Service | McDONALD'S |
| Category | A05. Use of Ambient Media: Large Scale |
| Entrant | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Entrant Company | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Advertising Agency | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Production Company | AMANA Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Tadashi Inoue | Beacon/Leo Burnett Tokyo | Creative Director |
| Tomoyasu Kurosaki | Beacon/Leo Burnett Tokyo | Senior Art Director |
| Masayuki Tanaka | Beacon/Leo Burnett Tokyo | Copywriter |
| Hitomi Baba | Beacon/Leo Burnett Tokyo | Strategic Planner |
| Kazutaka Kikkawa | Beacon/Leo Burnett Tokyo | Strategic Planner |
| Tsubasa Kurihara | Beacon/Leo Burnett Tokyo | Designer |
| Toshiji Kimura | Beacon/Leo Burnett Tokyo | Agency Producer |
| Hiroki Mashima | Beacon/Leo Burnett Tokyo | Agency Producer |
| Kenichi Sudo | Amana | Producer |
| Aya Iwamoto | Amana | Photographer |
| Takeshi Yoshikawa | Amana | Producer |
| Yuki Morishima | Photographer | |
| Mark Blears | Beacon/Leo Burnett Tokyo | Group Account Director |
| Takayuki Imai | Beacon/Leo Burnett Tokyo | Account Director |
| Hirotsugu Yoshikawa | Beacon/Leo Burnett Tokyo | Account Supervisor |
| Takahiro Katayama | Beacon/Leo Burnett Tokyo | Account Executive |
| Taira Murakami | New Ad Inc. | Print Account Executive |
| Toshihiko Onozawa | New Ad Inc. | Print Account Supervisor |
| Ryuichi Uchima | New Ad Inc. | Print Account Executive |
| Koushi Mikami | Dentsu Tech Inc. | Print Producer |
In the first week of sign installation sales for the restaurant were increased +80.48% compared to the average of other recently renovated restaurants + 21% with regular grand opening signs.
With no permanent installation and tiny budget we found a way to bring new attention to the renovated restaurant opening, by simply converting the Familiar M logo of regular signs to like the handles to giant scissors that could be used as the motif of ribbon cutting.
McDonald's wanted to change their typical grand opening signs hoping to increase awareness of renovated and new restaurants and boost opening day visits. We used a simple optical illusion of the Golden Arches on regular McDonald's restaurant signs to convert them into giant scissors 'cutting the ribbon' for new Grand Openings.