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Reflections
Agency DDB Aotearoa New Zealand / Auckland + McDonald's New Zealand / Auckland + The Collective Force / Auckland + oOH! / Auckland
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Category
Billboards & Transit / Series
Annual ID
OS_OH21_042M
About the Work
It’s dark and you’re out on the town. You probably don’t need much encouragement to scoff down a burger and fries. This outdoor campaign using reflections of night lights on city streets provided just enough suggestion to point people in the direction of what they really needed.
Launched to coincide with the end of year party season, Reflections was shot in camera to mimic the Big Mac, Cheeseburger, and Fries, and runs during evenings throughout inner city locations.
The campaign was shot in camera, by reflecting lights onto wet inner city streets. We had to strike a delicate balance of making the Cheeseburger, Fries and Big Mac easily recognisable, while at the same time ensuring they weren't too contrived, and still requiring the viewer to put the image together in their mind.
Launched to coincide with the end of year party season, Reflections was shot in camera to mimic the Big Mac, Cheeseburger, and Fries, and runs during evenings throughout inner city locations.
The campaign was shot in camera, by reflecting lights onto wet inner city streets. We had to strike a delicate balance of making the Cheeseburger, Fries and Big Mac easily recognisable, while at the same time ensuring they weren't too contrived, and still requiring the viewer to put the image together in their mind.
2021 Awards
Total Points: 3
Merit
Credits
Agency
DDB Aotearoa New Zealand / Auckland
Client / Brand
McDonald's New Zealand / Auckland
Production Company
The Collective Force / Auckland
Media Distribution Company
oOH! / Auckland
OMD NZ / Auckland
Chief Creative Officer
Damon Stapleton
Creative Director
Ben Pegler
Rory McKechnie
Director
Jason Jones
Executive Creative Director
Gary Steele
Lighting Designer
Suren Unka
Photographer
Toaki Okano
Senior Art Director
Zac Lancaster
Brand Manager
Stefanie Phillips
Digital Assistant
Ant Low
Director of Marketing
Jo Mitchell
Head of Marketing
Deb Fell
Lead Business Partner
Karla Fisher
Lighting Designer Assistant
Catherine Ellis
Print Producer
Shelley Cousins
Retoucher
Gordon Moir
Senior Business Director
Mitch Young
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