Over the years, McDonald’s has come up with some pretty eye catching billboard campaigns, and they seem to like syncing their products with the sun.  Their most recent campaign in Canada features an egg mcmuffin sandwich rising with the sun.  Years ago, they featured several of their menu items on a sun dial. The billboard was positioned to point to the item McDonald’s thought consumers should be eating at that time of day.  The rise with the sun idea actually came from an out of home contest where creative teams proposed ideas for real clients.  The Cossette/McDonald’s team won…they not only got to execute their idea, but they were also awarded a trip to Cannes while the client got $50,000 of ad space.  We have plenty of digital billboards in the Atlanta area as well, so maybe we will see the rising egg mcmuffin here as well.