We're open
There's still a light on: The new McDonald's campaign by TBWA\Paris is an eye-catcher—and not just for night owls.
Unmistakable, the McDonald's landmarks Big Mac, French fries and Sundae. TBWA has already staged them in the past in a minimalist and witty way. In 2014, for example, with Posterswhich showed only the pictograms of said products.
The new campaign "Open late" (in the original version: "Ouvert jusqu'à minuit ou plus", i.e. "Open until midnight or longer") communicates: McDonald's restaurants are still open even when others have long since closed. The fast food giant's branches have always been popular destinations for night owls with spontaneous appetites.
There is a lot of work behind the worthwhile subjects. It took ten days to get the 1100 LEDs into the right shape before photographer Helmut Stelzenberger photographed them in two more days of work (making-of photos below). It was worth it. (hae)
