DDB Sydney’s backlit bus stop poster reflected another arch in the glass pane when it became dark, creating the full symbol for the fast food giant.
As part of a campaign to announce that McDonald’s restaurants were open all night, DDB Sydney designed a bus shelter ad that could only be read after dark. During the day, the poster featured backwards text and a yellow curve, seemingly missing one of the golden arches.
At night, the back-lit poster was reflected in the adjacent glass pane. This revealed the complete McDonald’s ‘M’ logo and the message “open all night” could be viewed the right way round. The innovative ad would have tempted bus passengers and passers-by at nighttime by advertising that the fast food restaurant was open at whatever time they viewed it.
Images: Lost At E Minor