The One Show
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Category
Outdoor / Outdoor - Single
Annual ID
09168A
About the Work
Brief:
The aim of this campaign was to increase awareness of McDonaldís extended opening hours. With many of the stores now open 24-hours, McDonaldís were keen to get the message out there, and get people in for a midnight snack.
Solution:
The message was intrinsically linked to the night-time, so we created a campaign which could only be read after dark. In daylight, the reversed text and yellow curve were a curious sight. But at night, the back-lit poster was reflected in the glass, revealing the complete logo and our message.
Location/Scale:
Our posters were placed alongside busy metropolitan highways, in close proximity to McDonaldís restaurants. This allowed us to connect with people who were out and about at night.
The aim of this campaign was to increase awareness of McDonaldís extended opening hours. With many of the stores now open 24-hours, McDonaldís were keen to get the message out there, and get people in for a midnight snack.
Solution:
The message was intrinsically linked to the night-time, so we created a campaign which could only be read after dark. In daylight, the reversed text and yellow curve were a curious sight. But at night, the back-lit poster was reflected in the glass, revealing the complete logo and our message.
Location/Scale:
Our posters were placed alongside busy metropolitan highways, in close proximity to McDonaldís restaurants. This allowed us to connect with people who were out and about at night.
2009 Awards
Total Points: 5
Merit
Credits
Agency
DDB Sydney
Art Director
Jakub Szymanski
Adam Rose (Creative Group Head)
Creative Director
Matt Eastwood
Designer
Erwin Santoso
Jason Young
Photographer
Christian Mushenko
Writer
Alex Stainton
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