| Title | UMBRELLA FRIES |
| Brand | McDONALD'S JAPAN |
| Product / Service | FRENCH FRIES |
| Category | A01. Fast Moving Consumer Goods |
| Entrant | BEACON/LEO BURNETT Tokyo, JAPAN |
| Idea Creation | BEACON/LEO BURNETT Tokyo, JAPAN |
| Media | BEACON/LEO BURNETT Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Tadashi Inoue | Beacon/Leo Burnett Tokhyo | Creative Director |
| Jon King | Beacon/Leo Burnett Tokhyo | Executive Creative Director |
| Masayuki Tanaka | Beacon/Leo Burnett Tokhyo | Copywriter |
| Mikiko Hisamichi | Beacon/Leo Burnett Tokhyo | Art Director |
| Kohei Ochiai | Beacon/Leo Burnett Tokhyo | Art Director |
| Akihiro Kuwahara | Beacon/Leo Burnett Tokhyo | Designer |
| Toshiji Kimura | Beacon/Leo Burnett Tokhyo | Chief Producer |
| Masayoshi Kobayashi | Beacon/Leo Burnett Tokhyo | Account Supervisor |
| Shino Fujieda | Beacon/Leo Burnett Tokhyo | Assistant Account Executive |
To invite people to the restaurants even during the depressing rainy season, we placed “Umbrella Fries” in front of the restaurant to start a free rental-umbrella service.
Placed "French Fries look-like yellow umbrellas" for free-for-rent at over 100 McDonald's restaurants in Japan, during the rainy season.
Spread out to 100 restaurants nationwide, this service created a hot topic on SNS and actually saved a lot of people from sudden rain. And more importantly, it made customers return to the restaurant to bring the umbrella back to be used by someone else.
Simple and fun ambient activation idea that has never been done at major corporations in Japan.
Use "umbrellas" as media along with the "French Fries" campaign that was executed at the same timing.