Leo Burnett Chicago had this great idea to create a live action billboard for McDonald's. The Giant Egg was installed across from Wrigley field in Chicago last week.

The egg starts 'hatching' in the early morning hours and by breakfast, the billboard is fully hatched. On the egg's yolk it reads 'Fresh Egss Daily'. The egg is from 6am- 10:30am, indicating the availability of fresh eggs for breakfast during that time. Once breakfast is done, the egg closes and is whole again until the next day, when it repeats the cycle.

It's such a clever way to invite nosey consumers that are just hoping to see the giant spectacle in to spend money. It's also a great reminder of breakfast hours because I always show up at 11am hoping for an Egg McMuffin.