If McDonald’s is open all night, why not advertise it with a billboard that only lights up – at night. That’s what Cossette Vancouver did in this clever campaign, ‘Reflective Poster.’
Mind you, it does open up all sorts of other possibilities for nocturnal activities that might appear on billboards at the appropriate hour. But we’ll worry about that in the morning.
Cossette creatives were Addie Gillespie and Mia Thomsett.