Created by Leo Burnett, Chicago, the Giant Egg was installed across from Wrigley field in Chicago last week.
As you can see in the images, the egg starts ‘hatching’ in the early morning hours. By breakfast time, the billboard is fully hatched, displaying ‘Fresh Eggs Daily’ on the egg’s yolk. The egg stays open between 6:00AM and 10:30AM, indicating the availability of fresh eggs for breakfast during that interval. Later, the egg starts closing up again and returns to its ‘whole’ state. The next day, the same cycle is performed and the egg billboard starts hatching again.