McDonald's Creative Night Adshell

By: Ayman - Published: Jun 27, 2008 • References: adsoftheworld
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 “open all night” 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 “open all night” message.

The witty campaign was created by executive creative director Matt Eastwood, art director Jakub Szymanski, copywriter Alex Stainton, and Photographer Christian Mushenko

See more awesome McD campaigns: Stats for Ads That Can Only Be Read At Night Trending: Older & Warm
Research: 7,455 clicks in 413 w
Interest: 4 minutes
Concept: Ads That Can Only Be Read At Night
Related: 43 examples / 33 photos
Segment: Neutral, 18-35
Comparison Set: 16 similar articles, including: alphabetic candy packaging, collaborative design platforms, and antiquated illustrative helmets.