Open late


Developed by Cossette’s Vancouver office, this new billboard for McDonald’s is only visible at night as cars drive by. Meant to showcase McDonald’s 24/7 hours, the text “Open all night” reflects the passing headlights. During the day, the canvas is completely blank.


advertiser: McDonald’s
agency: Cossette, Vancouver
co-CCO: David Daga, Matt Litzinger
CD: Rob Sweetman, Bryan Collins
AD/copywriters: Addie Gillespie, Mia Thomsett
producer: April Haffenden
brand supervisor: Kristen Sandberg

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