McDonald’s Singapore has rolled out an out-of-home (OOH) campaign in celebration of McDelivery Day from 8 to 11 April. At the centre of the campaign visuals created by DDB Singapore, together with Paris-based creative artist Anne-Laure Maison, is an “ubiquitous symbol of a late night” – lit windows.
Assembling the lit windows in the shape of McDonald’s iconic favourites, the visuals carry a simple message, “When you’re up for your favourites”. DDB’s group chief creative officer Chris Chiu explained, “We’ve all been up late for a myriad of reasons. And no matter how late you’re up, McDelivery Singapore wants you to know that it’ll be right there with you.”
The campaign is running OOH island-wide, and will also feature print insertions, social posts, as well as an online film. In addition, during the McDelivery Day period, customers will be given special offers on the Happy Sharing Boxes on both McDelivery and GrabFood app.
According to McDonald’s Singapore’s Facebook posts, the online film seeks to celebrate the “guardians of the night” and those working hard in the “most remote and forgotten corners of Singapore”. The film, which is under a minute, features a security guard, an environmentalist, and a student who was studying late. The spot has garnered over 153,700 views at the time of writing.
Advertising agency: DDB, Singapore
Group chief creative officer: Chris Chiu
Art directors: Qihao Shum, Firrdaus Yusoff, Sithum Walter, Douglas Tham
Copywriters: Qihao Shum, Firrdaus Yusoff
Creative artist: Anne-Laure Maison
Account management: Zach Wong, Fiona Heng, Caitlin Choe
Production: The Republic Studios