McDonald’s consumers love our food. That’s a fact. But still, they are not fully aware that at the McDonald’s Open 24 Hours restaurants, they can enjoy their favorite menu items at different times of the day.

The tray liners brought awareness to McDonald’s extended hours, while using an already existing element of the restaurant.

The design was launched in local restaurants around the Miami-Dade area.

For those who are not fully aware about McDonald’s Open 24 Hours restaurants, we created a very simple and effective campaign using an element that’s always there while they eat: the tray liners. If the customers look at them in one way or another, they would see different times of day. Reminding them, in a playful and interactive way, about the wide range of possibilities McDonald’s has to offer when it comes to enjoying what they love most.

To get attention from the customer in a way they wouldn’t expect, we chose an element that’s always there while they eat: the tray liners. For this, we crafted a font of the numbers in such a way that, if the customers look at them in one way or another, they would see different times of the day. Even the tasty background, logotype, and legal text works both ways.

Because of an element that every customer uses (the tray liners), we were able to reach every single one of them during the campaign. Making them aware of the McDonald’s Open 24 Hours restaurants.