McDonald’s has turned a transit shelter board into a giant strawberry.

As part of its new campaign that targets 18- to 34-year-olds (with media by OMD and creative by Cossette), the QSR has wrapped a single TSA in downtown Vancouver with textured and raised material to give it the 3D look and feel of a strawberry, Kim Prosser, account director, Cossette, tells MiC.

The larger-than-life execution emphasizes the fruit component of the McDonald’s Real Fruit Smoothies, explains Prosser.

“We chose this [transit shelter] because it’s located right across the street from a McDonald’s, and it’s in a very high-traffic location,” she says of the media placement.

Prosser adds that the QSR is complementing its transit shelter execution with smaller replicas of the 3D strawberry, as well as a pineapple version, in restobars and gyms throughout the Vancouver area.

McDonald’s is also promoting the product across Canada with TV and radio spots as well as outdoor billboards and more traditional TSAs featuring product shots.