Open late

McDonald's new billboard lights up the night.
12 04 18 mcdonalds

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