Big Rösti Winterwelt: Brand Experience

The Big Rösti is a special McDonald’s burger that is only available in winter and for a limited period. To celebrate its return, Milla & Partner set up the Big Rösti winter world for Scholz & Friends and McDonald’s – as a setting for a TV commercial and a four-day public brand experience.

In the interior of a walk-in snowball, visitors were enticed into an immersive winter wonderland animated with media, which was brought to life by an impressive 360-degree dome projection. The experience set up as an eight-minute show ended with a feast for the senses: a complimentary Big Rösti for everyone.

The build of the snowball was based on the principle of an air dome that is stabilised by overpressure. A nine-metrehigh and twelve-metre-wide sphere construction with an impressive visual lightness was the result. The interior of the structure surprised visitors with a snowy mountain landscape and a centrally placed chalet. The seven-metre-high 360- degree projection in the dome immersed the space in a magical winter panorama. Participants could interact with and animate the projection through touch-sensitive surfaces.

This packed winter day ended with the handing out of a Big Rösti at the McDonald’s chalet. The agency only had 60 days for the realisation, from the initial briefing to completion – including the search for an atmospheric, historic venue in a central location right in the middle of the Christmas market period.