The idea: McDonald’s wanted to target people looking for a late night snack. So we made an ad that could only be seen at night. On a billboard, we wrote “open all night” in reflective tape. By day, the board appeared white, with no message visible at all. At night, car headlights hit the billboard, and revealed the message.
Credits: Title: McDonald’s Reflective Billboard Client: McDonald’s Canada Agency: Cossette Vancouver Creative Director: Rob Sweetman, Bryan Collins Art Director: Addie Gillespie, Mia Thomsett Copywriter: Addie Gillespie, Mia Thomsett Producer: April Haffenden