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

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.

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