"It's hard for corporations to understand that creativity is not just about succeeding. It's about experimenting and discovering." - Gordon Mackenzie

A hot topic in the sports industry today is "going green". McDonalds took this strategy to heart and used it to develop an innovative strategy to drive awareness for its salad offerings outside Wrigley Field. The QSR leader developed an innovative billboard campaign that "grew" over the timespan of a few weeks, serving as a great way to capture the attention and interests of consumers mingling outside the ballpark and on their way home after the game.

The billboard also provided some imagery for Cubs fans, who are passionate about the ivy that grows on the brick outfield walls of Wrigley field... Check out the clip below.