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Creative or Waste of Money? The McDonald’s Billboard You Can Only See at Night

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By HVculture on April 10, 2012

If you’re driving down this Vancouver highway during the day, it will appear as if the billboard you’re passing is available for rent. It’s white. There’s nothing on it.

But if you’re driving down that same stretch of highway at night, your headlights will illuminate this billboard covered in reflective tape, informing you that McDonald’s is “OPEN ALL NIGHT.”

Ad agency Cossette mined the 1930s for ideas involving this newfangled invention called reflective tape and devised a brilliant plan to advertise the 24-hour eatery.

Take a look at the construction and finished work:

So is this a really creative way to advertise the operating hours of this particular franchise, or is this a big waste of money considering you can’t see it during the day? Does the sign adequately get its message across, or does it negatively imply that it’s closed during daytime hours?

Weigh in with your thoughts on this concept below …

(via AdFreak)


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