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Ads We Like: McDonald’s Italy creates celestial moods for late night menus


By Kyle O'Brien, Creative Works Editor

February 11, 2020 | 2 min read

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

McDonald's Italy late night posters

McDonald's Italy is promoting the late night opening of its restaurants with a campaign based on two eye-catching visuals.

The first uses 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 hanging over them, depicting the moon in its many phases.

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.

A similar late night campaign for McDonald's French market ran back in 2017, feauring LED lights softened through a lens.

Vote for the campaign by clicking on the Creative Works box below.

McDonald's: Late night posters by Leo Burnett Italy

By McDonald's

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