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Sun dial

Campaign
Agency Network: 
Published/Aired: 
May 2010

Description

Outdoor advertisement created by McCann, Canada for Xbox, within the category: Gaming.

Caption

Dark is Deadly

Advertising Agency: MacLaren McCann, Toronto, Canada
Creative Directors: Sean Davison, Scott Couture, Gary Lennox
Art Directors: Arron Isaac, Ben Playford
Copywriters: Natalie Greenspan, Bill Schaefer
Photographers: LSD Photographers
Illustrator: LSD/ JP Goulet Group
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Guest's picture

McDonalds

Guest
ivan's picture
ivan
Creative Director at Ads of the World
Jakarta Jack's picture

The MacDonald's sun dial was better.

Jakarta Jack
Guest's picture

yea am with u & this one is good too

Guest
mikeelrapido's picture

I like this idea, nice one..

mikeelrapido
Activity Score 1929
Copywriter at Evo S.C. |

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saidukaringa's picture

This one is better if not copied from there

saidukaringa
Activity Score 278
Dubai, United Arab Emirates |

Saidu Karinga
The Idiot

thedesignaddict's picture

Positive: The medium is the message with this ad.
Negative: Little original thought. It's been done MANY times. Agency for sure knew it.

1) McDonald's - Better idea.
2) Sun Chips won a bunch of awards, and was done by another Toronto agency.

thedesignaddict
Activity Score 5403
Art Director at Freelance
Dzsoi's picture

Okay, one more time: sun dial is not an idea, not a concept. It is an empty box that you can fill with anything. Or a tool - like a hammer, you can build many things with it. "We have food for every period of the day" has nothing to do with "When the sun goes down, you will be dead".

Dzsoi
Activity Score 8532
Copywriter at junior copywriter
GX's picture

Please...

GX
Activity Score 144
Creative Director
Billoughsby's picture

Another smart play on light/dark, with "Dead" reached as sun sets. Works for me.

Billoughsby
Activity Score 5144
Art Director |

That's it.

Guest's picture

I think you folks don't really understand how appropriate to the video game this ad is. The game's concept is that there is supernatural evil in the dark. So this ad simply and creepily gets that impending nightfall idea across brilliantly. A warped "M" showing that McDonalds has lots of food is nowhere near as on target to the product as this ad is.

Guest
kamala's picture

is soooo Mc Donalds .....

kamala
Activity Score 4
Art Director at BBDO
Guest's picture

yup mcd better

Guest
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