As part of their campaign to announce that McDonald's restaurants are open all night, DDB Sydney designed a creative outdoor ad that could only be read at night.
During the day, it displays the reverse text of â€œopen all nightâ€ and only half the yellow McDonald's logo curve is visible, a technique meant to confuse and aroused people's curiosity.
When night falls, the back-lit poster is reflected on the glass to reveal the complete McDonald's logo and the â€œopen all nightâ€ message.
The witty campaign was created by executive creative director Matt Eastwood, art director Jakub Szymanski, copywriter Alex Stainton, and Photographer Christian Mushenko
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