There are over 650 Macca’s restaurants open whenever people need them—but they’re not always the first choice. Building on the insight of ‘We’re awake when you’re wake’, we wanted to make Macca’s the cheerleaders of overnighters and early risers so they consider Macca’s first, knowing they can enjoy their favourites made fresh for them, no matter the time of day or night.

We placed these print executions in areas that spoke to people who are often out late at night. People who could then turn to McDonald’s for a late night feed, when all other restaurants are shut.