McDonald’s needed to distinguish its new Spicy Chicken Sandwich throughout the Seattle, Washington region as its top two competitors already offered a similar sandwich.

How hot is the McDonald’s sandwich? So hot it’s on fire! OMD turned thousands of heads instantly by bringing in the fire department to cool the flames of a giant McDonald’s Spicy Chicken Sandwich.

OMD put up a high-profile billboard of the Spicy Chicken Sandwich and then hired firemen to rush in on their trucks and literally hose down the billboard. The board was located next to the city’s busiest highway and across the street from the region’s biggest sports arena. These efforts led the Seattle market to sell more Spicy Chicken Sandwiches than any other U.S. McDonald’s.

This campaign was a 2006 Cannes Media Lion shortlist for Best Use of Special Events/Stunts.