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McDonald's "Egg" outdoor execution nabs an Obie

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McDonald's Egg.jpgRemember "The Egg?" We sure do. The McDonald's billboard in the form of a giant egg was one of a small number of true advertising triumphs to come out of Chicago ad shops last year. And Leo Burnett/Chicago, a McDonald's roster shop created it. Now "The Egg" has won a 2009 Obie Award in the traditional billboard category. The Obie Awards are handed out by the Outdoor Advertising Association of America. Per Nancy Fletcher, OAAA president and CEO, the Obie judges every year look to honor advertising that illustrates the essence of outdoor -- simple creative that surprises and delights audience.

"The Egg," designed to crack open at daybreak to promote McDonald's fresh breakfast offerings and then slowly close up as lunch draws near, is surely one billboard execution that beautifully showed the power of great outdoor work last year. Quite coincidentally, we're sure, Leo Burnett Worldwide Chief Creative Officer Mark Tutssel headed the panel of judges that selected the 2009 Obie winners.

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Lewis Lazare has written the Media Mix column for the Chicago Sun-Times for the past seven and a half years.

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