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McDonald's: Playland

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.

Agency: DDB Sydney

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