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.
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