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
See more awesome McD campaigns:
Ads That Can Only Be Read At Night
More Stats +/-
Whizzing Fidget Toys
Modernized Retro Cellphones
Reclaimed Wood Smartphone Cases
Top 35 Personal Care Trends in April
Atypical Architectual Stools