The billboard was part of the fast food restaurant's regional "best fries on the planet" campaign.

Chicago Scenic worked with McDonald's agency Leo Burnett to develop the fry lights illusion which debuted on "Fryday", 11.11.11. The iconic red McDonald's French fry box was created by the billboard company and featured a custom, curved header attached to the top of the billboard that made it resemble a gigantic, 36-foot-wide fry box. Metro Media Technologies created the billboard's electro-luminescent panels that Chicago Scenic's team installed. Those panels illuminated the translucent fry box graphics, eliminating front illumination which would have washed out the golden fry lights that shot high into the night sky.

Those lights were comprised of ten 200,000 lumen Xenon fixtures with yellow diacrylic lenses and were placed behind the custom billboard via a rental crane. A 45 kw generator provided the necessary additional power for the project; an operator turned the fry lights on every evening at 6 p.m. and turned them off at 10 p.m. during the month-long promotion.