Secret Reflective McDonald’s Billboard Takes Advantage Of Late Night Cravings

Secret Reflective McDonald’s Billboard Takes Advantage Of Late Night Cravings

Looking for a snack in the wee hours of the morning? A billboard that can only be seen at night entices you

Don Michael Acelar De Leon
  • 11 april 2012

Challenged by how to target the market of eaters looking out for a late-night snack, McDonald’s and Vancouver-based creative agency Cossette created a reflective billboard that can only be read by passing motorists when its dark out to communicate that the fast food giant is open all night. The billboard seems plain and blank during the day, but once darkness falls, the light from incoming motorists’ headlights reveal the message “open all night,” formed using reflective tape.

Access this article for free
Fill in your email below and you'll gain access to this article while also receiving a number of membership features as part of a special 30-day trial.
*Already a member? Log in here

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.