McDonald's MY puts the 'golden' in Bukit Bintang's golden triangle with DOOH stunt

McDonald’s Malaysia made a bold statement this International French Fry Day by transforming Kuala Lumpur’s "golden triangle" into a golden tribute to its most beloved menu item — the french fry.

On the night of 10 July (last Thursday), the fast-food giant staged a digital out-of-home (DOOH) takeover in the heart of Bukit Bintang, drawing crowds with a synchronised display across major digital billboards. The campaign was created in collaboration with the brand's partner agencies Leo Burnett, OMD, and C27.

The spectacle kicked off at 8:30 PM, as the bustling shopping district was bathed in warm golden hues, with visuals of McDonald’s signature fries lighting up every major screen in the area. At precisely 8:45 PM, all visuals converged on the main screen above the McDonald’s Bukit Bintang outlet to unveil the star of the celebration, which is the McDonald’s "Fan fries meal".

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In conversation with A+M, Chin Mei Lee, chief marketing officer, McDonald's Malaysia said that the choice of lighting up the "golden triangle" for the campaign was also inspired by the fact that Bukit Bintang is home to the first McDonald's store in Malaysia.

"And since 2022, it's also where we introduced the McDonald’s 'Fries crosswalk' right at the heart of the intersection. So, when it came time to launch the 'Fan fries meal', it made perfect sense to go big there," she said. 

Meanwhile, the one-night only DOOH billboard takeover was planned as a teaser to the 11 July launch of the limited-time McValue meal, which spotlights the XXL-sized fries as the centrepiece of a meal, served alongside a drink and a side. Prior to that, the brand also ran market-wide billboard announcements throughout the country to tease the campaign. 

This wasn’t just a billboard buy, it was a carefully planned takeover.

Chin also added: "From creative to media to timing, every detail was aligned to bring our world-famous fries to life in the most iconic way possible, by lighting up the entire 'golden triangle' with golden fries."

This limited-time McValue Meal is specially crafted for French fry lovers, based on a key insight: Malaysians can’t get enough of McDonald’s fries. The meal was available at all McDonald’s outlets nationwide last weekend, from 11 to 13 July 2025, at RM10.

The campaign is part of McDonald’s growing tradition of creative French Fry Day tributes. In 2022, the brand collaborated with DBKL to launch the McDonald’s "Fries crosswalk" at Bukit Bintang. In 2023, McDonald’s projected the tallest McDonald’s french fry in Malaysia onto the KL Tower, combining two cultural icons in its "Icon meets icon" campaign.

“We know how much Malaysians love our fries, and it’s never enough. That’s exactly what inspired the McDonald’s 'Fan fries meal',” added Chin. “We wanted to create something truly memorable that brings people together over the one item they can never resist. At McDonald’s Malaysia, we’re not just in the business of serving meals – we’re in the business of creating delicious feel-good moments."

Meanwhile, Jay Loh, associate creative director at Leo Burnett Malaysia, shared on LinkedIn that the campaign was sparked by a simple question: “What’s stopping McDonald’s fries from being the main, if they’re so good?”

“This is the ultimate meal for true fry fans, as fries finally take centre stage,” Loh said. “To launch it, the fries even took over Bukit Bintang. The 'golden triangle' lit up so brightly with golden fries, the area truly lived up to its name.”

Just last week, McDonald's Malaysia turned up the heat with a new music video featuring local hip-hop artists MK K-Clique and TUJU, marking the launch of its latest Spicy chicken and Spicy lemon chicken burgers.

The campaign sees McDonald’s tapping into music and pop culture to connect with Malaysian youth, blending the fiery flavours of its new burgers with the swagger of two of the country’s biggest rap names.

The fast-food chain is no stranger to riding the wave of music and pop culture to spark conversation online. In June, McDonald’s Malaysia teamed up with local group 3P to drop 'Fuyoohh tenders lagi' ('Whoa, more tenders') a song celebrating its ayam tenders in a mix of Mandarin, Malay and English, complete with choreography for fans to follow.

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