Client: McDonald's
Date: Feb 2020
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A golden crescent moon appears against a black night sky. On closer examination, it’s the yellow curve of a McDonald’s French fries box positioned at just the right angle. In the corner, it states simply, “Open late”.

McDonald's Italy is promoting the late night opening of its restaurants with a campaign based on two eye-catching visuals. The first places the fries box and its red and yellow hues to evoke a waning lunar sky. The second is a series of hamburger buns with different shadows over them, depicting the moon in its many phases as the copy states “Open all night, every night”.

The campaign, created by Leo Burnett Milan, will run in local Italian markets through OOH, prints, digital and social media.


McDonald’s Italy

Chief Marketing Officer: Giorgia Favaro

Retail Marketing Manager: Antonella Tarallo

Retail Development Coordinator: Elena Romagnoli

Retail Consultant: Paola Di Sciascio

Leo Burnett Milan

Executive Creative Director: Selmi Barissever, Lorenzo Crespi

Creative Director: Nicoletta Zanterino

Senior Art Director: Fabio Lettieri

Senior Copywriter: Simone Romani

Art Director: Stefano D’Andrea

Copywriter: Riccardo Baita

Head of Client Services: Acsinia Messina

Senior Account Manager: Francesca Bertocco

Account Manager: Elisabetta Iulita

Head of Planning: Ilaria Fruscio

Senior Strategic Planner: Ornella Vittorioso

Art Buyer: Giada Cioffi

Photographer: Hyperactive Studio

Production: Mandala Creative Production