McDonald's Print Open Late, 2 by TBWA Paris

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Open Late, 2

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Industry Fast food
Media Print, Magazine & Newspaper
Market France
Agency TBWA Paris
Executive Creative Director Benjamin Marchal, Faustin Claverie
Art Director Bruno Bicalho Carvalhaes
Copywriter Antoine Colin, Antoine Gauquelin
Released September 2017

Credits & Description

Advertiser : McDonald’s France
Agency : TBWA\Paris
Advertising Managers : Xavier ROYAUX, José JACINTO, Benoit KOLB
Agency Managers : Luc BOURGERY, Jonathan SEROG, Julie MONTAGNÉ, Magali COUTURIER
Executive Creative Directors : Benjamin MARCHAL & Faustin CLAVERIE
Copywriters : Antoine GAUQUELIN, Antoine COLIN
Photographer : Helmut STELZENBERGER
Art buyer : Julie CHAMPIN

A bright print campaign for McDonald’s restaurants’ late opening made by TBWA\Paris
Inspired by its minimalist Pictos campaign, McDonald’s goes even further and launches a campaign for the night birds.
The flashes of lights glow together and take the shape of the iconic brand products : Big Mac, Sundae and French Fries to announce the late summer schedules of McDonald’s restaurants.
This studio shoot required no less than 10 days of building and 2 days of shooting with 1100 LEDs, 80 meters of wire and 400 welds.
The campaign has been shot by Helmut Stelzenberger. It aims to communicate about the late opening of its restaurants until midnight or later.