We Got Gold

OOH Real Time Advertising

After 46 years, the U.S. Men’s Hockey Team finally brought home Olympic gold by defeating their fiercest rival, Canada, in an unforgettable overtime victory led by Jack Hughes. But beyond the winning goal, it was Jack’s broken-tooth smile—earned after taking a high stick to the face in the third period—that captured the nation’s attention. From social media to late-night television, America became obsessed with its newest hockey hero.

Even though McDonald’s wasn’t an official Olympic partner, the brand moved fast to join the cultural conversation by creating a series of billboards inspired by Jack’s iconic smile in a way only McDonald’s could. Strategically placed across some of the busiest streets in the country, the campaign generated more than 2.5 million impressions in just a few days, turning a national victory into a craveable moment for McDonald’s golden fries.