McDonald's Sundial

This new billboard from Leo Burnett for McDonald's is brilliant:

It's a functioning sundial, with the shadow (in the shape of the well-known golden arches) falling over a different McDonald's breakfast food each hour of the morning (until noon, when the shadow falls on a luncheon sandwich).

ChicagoBusiness.com has all the details of the campaign, which was designed to increase breakfast sales in the Chicago area, where McDonald's is facing new increased competition from Starbucks and Wendy's.