McDonald’s Malaysia's Fries Crosswalk Brings Fun Back to the Golden Triangle in Bukit Bintang

McDonald’s Malaysia and creative agency, Leo Burnett Malaysia, have brought to life the first ever iconic McDonald’s Fries Crosswalk in the heart of the Golden Triangle in Bukit Bintang. This iconic crosswalk is strategically located as it leads visitors straight into Malaysia’s first McDonald’s restaurant.

The conceptualisation, official approval and rollout of the ‘fries’ crosswalk took seven months to complete and also coincides with McDonald’s Malaysia’s 40th anniversary which aims to reinvigorate Bukit Bintang’s intersection and spark feel-good moments for all pedestrians. This iconic crosswalk is the start of a larger campaign with consumer activations to help further generate buzz and encourage social fan truths.

Neil Hudspeth, CEO of Publicis Groupe Malaysia and McDonald’s global client lead Asia Pacific said: “I love the idea. It’s simple, powerful, disruptive and iconic. There are very few brands in the world today that have this heady combination of creative authority and customer love, and the crosswalk is a powerful example of the love Malaysians have for McDonald’s, as well as a genuine reflection of how well embedded the brand is into our culture. Bringing back fun to Bukit Bintang, one fry at a time, is just incredible. We talk about little moments of love made easy for everyone, and what better way to bring this to life.”

Melati Abdul Hai, vice president and chief marketing officer of McDonald’s Malaysia: “At McDonald’s, we are always looking for creative ways to create feel-good moments for Malaysians. So, when our partner creative agency, Leo Burnett, shared the idea to marry the iconic Bukit Bintang crossing with our global McDonald’s visual icon, our French Fries, we were excited to bring it to life. Our hope is that this Fries Crosswalk will add to the beauty of Kuala Lumpur and put smiles on pedestrians’ faces by making simple routines such as crossing the road a ‘feel-good’ moment.”