McDonald's - Bright Lights. Big Mac.

Mcdonald's - bright lights. big mac.

McDonald's was looking to expand their presence in the late night dining category. Other fast food companies were successfully branding their late-night menus using advertising that was irreverent and openly targeting the party/stoner crowd. McDonald's needed a breakthrough campaign that would speak to millennials, feel fresh and fun, and yet still live within the McDonald's brand. The idea was to turn the people of the night into heroes of their own mini-comics, showing moments of nighttime drama and how the Big Mac came to the rescue during the late night hours. Enter, "Bright Lights. Big Mac."

Television

Case Study

WILD POSTINGS

RICH MEDIA

We wanted to target a young demographic with a strong mobile presence. Round one was a rich media unit that let people to place themselves inside one of our comics.

MOBILE WEB APP

Round two was a web app that people could use to navigate their late-night world. Tapping into social media, it rated the popularity of nearby locations and used this data to create nightlife hot spots.