Open Late - Big Mac

Inspired by its minimalist Pictos campaign, McDonald’s goes even further and launches a campaign for the night birds.

The flashes of lights glow together and take the shape of the iconic brand products : Big Mac, Sundae and French Fries to announce the late summer schedules of McDonald’s restaurants.

This studio shoot required no less than 10 days of building and 2 days of shooting with 1100 LEDs, 80 meters of wire and 400 welds. The campaign has been shot by Helmut Stelzenberger. It aims to communicate about the late opening of its restaurants until midnight or later.