To launch McDonald's Iced Fruit Smoothies, we wanted to create something that was full of summer and fruit. The result was 'The Ice Breaking Machine', a real-life Rube Goldberg Machine that used the power of the sun to create a long chain reaction using nothing but summer objects. Parts of the machine were re-created digitally in the form of fun games, allowing people to take part in the action. The aim was to finish the selection of chain reactions to 'Discover The Taste Of Summer' as quickly as possible.

Launch the campaign
Published
July 2013
Topics

The Story

To launch McDonald's Iced Fruit Smoothies, we wanted to create something that was full of summer and fruit. The result was 'The Ice Breaking Machine', a real-life Rube Goldberg Machine that used the power of the sun to create a long chain reaction using nothing but summer objects. Parts of the machine were re-created digitally in the form of fun games, allowing people to take part in the action. The aim was to finish the selection of chain reactions to 'Discover The Taste Of Summer' as quickly as possible.

The whole experience was built using a combination of real-life construction and digital craft. It was important to make people feel like they were controlling parts of the machine. To achieve this, we had people with vastly different skillsets working closely together, from graphic designers and creative technologists to set designers and carpenters. All the chain reactions had to be planned in detail on paper. After that it took a team of six craftsmen a total of two weeks to build the whole machine.

The Technology

The Results

The finished experience was the result of many weeks of planning and building. It’s a testament to how technology can be combined with real-life craft to create an immersive experience. The machine itself was over 60 meters long and took over 500 man-hours to construct, and that’s before integrating the digital elements. For the shoot, we had two whole pineapples frozen in blocks of ice and over 100 sliced strawberries frozen into ice-dominos.

60

meters long

500

hours to build

Launch Date July 6, 2013