TBWA\Thailand,TBWA\Malaysia & TBWA\Hong Kong
Despite Bangkok’s reputation for vibrant nightlife, many neighbourhoods still shut down after dark. To extend its ‘Loving the Night’ campaign and drive people to the nearest 24-hour outlet, McDonald’s wanted to keep the night alive for the night owls of Bangkok.
McDonald’s created a multi-site street art menu that came to life every night on the shutter doors of neighbourhood businesses. Painted by legendary local graffiti artists, each Night Menu item featured directions that led consumers on a street art tour through the entire menu offering, ultimately sending them to the nearest 24-hour McDonald’s, and with the campaign itself becoming Bangkok’s newest late-night attraction.