It’s summer and night life beckons. And when you’re out in the wee small hours, the siren call of something else begins to attract you.

Burgers.

TBWA\Paris has created a striking print campaign for McDonald’s to turn those late night fast food cravings into Macca’s-lust. Throughout summer, McDonald’s will be open to midnight or later.

The ads are inspired by McDonald’s previous minimalist pictogram campaign. They’re pared down to the barest elements and entirely visual. Each add features flashes of lights, which glow together to take the shape of the McDonald’s products – Big Mac, Sundae and French Fries.

The campaign’s studio shoot by, Helmut Stelzenberger, required 10 days of building and 2 days of shooting with 1100 LEDs, 80 metres of wire and 400 welds.

Credits:

Agency: TBWA\Paris

Executive Creative Directors : Benjamin Marchal & Faustin Claverie

Copywriters: Antoine Gauquelin & Antoine Colin

Art Director: Bruno Bicalho Carvalhaes

Photographer: Helmut Stelzenberger

Art buyer: Julie Champin

Account Management: Luc Bourgery, Jonathan Serog, Julie Montagné, Magali Couturier

Client: McDonald’s France

Client Team: Xavier Royaux, José Jacinto, Benoit Kolb