McDonald’s: taking the Super Bowl campaign into the sky
A McDonald’s Super Bowl campaign extended beyond the screen through a Sky Typing activation.
Case study · Nike
Remarkable Media helped turn a Nike running shoe into an aerial installation above Sydney’s City2Surf. A purpose-built shoe replica and banner brought the brand into the race-day skyline on 11 August 2013.
For Nike’s running-shoe promotion, Remarkable Media helped move the product beyond a conventional advertisement and into the sky above Sydney’s City2Surf. The activation flew on 11 August 2013, with contemporary coverage documenting the giant shoe above the event.
The archived campaign record describes a replica developed from a 3D scan of the shoe. Foam construction and an engineered steel frame formed the physical installation, which was prepared for helicopter lifting. The aerial display combined the shoe replica with a banner, linking the three-dimensional product with a printed brand message.
This was a custom build: the object’s construction, balance and behaviour in the air were part of the execution, rather than simply printing artwork onto a standard banner.
Mumbrella reported the installation on the day of the race. That coverage provides a contemporary record of the flight; it is not a measurement of audience reach or commercial performance.
In the press
Link checked 17 October 2026
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