McDonald's Outdoor REFLECTIVE BILLBOARD by Cossette Montreal

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Industry Fast food
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Canada
Agency Cossette Montreal
Creative Director Rob Sweetman, Bryan Collins
Art Director Mia Thomsett, Addie Gillespie
Producer Karen Lai, April Haffenden
Released January 2012

Credits & Description

Category: Retail Stores, Restaurants & Fast Food Outlets
Advertiser: McDONALD'S
Product/Service: McDONALD'S - OPEN 24 HOURS
Chief Creative Officer: Dave Daga/Matt Litzinger
Creative Director: Rob Sweetman/Bryan Collins
Copywriter: Addie Gillespie/Mia Thomsett
Art Director: Addie Gillespie/Mia Thomsett
Producer: April Haffenden/Karen Lai
Account Manager: Nadine Cole/Kristen Sandberg
Account Manager: Nadine Cole/Kristen Sandberg

Ambient Execution Description
McDonald’s wanted to target people looking for a late night snack. So we made an ad that could only be seen at night. On a billboard, we wrote “open all night” in reflective tape. By day, the board appeared white, with no message visible at all. At night, car headlights hit the billboard, and revealed the message.