Path to the End of Your Night

Mcdonald’s

Insight: People often visit quick-service restaurants late at night after socializing.

Creative Big Idea: Use the McDonald's arches as the consumers' path to the end of their night.

Art Directors: Marlana Bianchi, Lara Molinari

Copywriter: Brooke Hirsch

Awards: Ads of the World 2023, Graphis New Talent Silver

Print

McDonald's ad featuring billiard balls forming the McDonald's logo on a green pool table background with text: 'Your night ends here. #ThePathToTheEndOfYourNight' and McDonald's logo.
Ping pong balls forming the McDonald's logo on a green ping pong table background with text "Your night ends here. #ThePathToTheEndOfYourNight".
Colorful poker chips arranged to form the McDonald's logo on a green poker table background, with a McDonald's logo and text "Your night ends here."

Outdoor Snapchat Filter

When you open Snapchat, the app will use geolocation to locate the closest McDonald's to you, creating their signature arch to guide you there.

Four smartphones displaying a cityscape with iconic architecture. The screens show a sunset with McDonald's logo animations forming an arch over the buildings. The bottom portion includes familiar social media icons and features. The final image includes text: 'Your Night Ends Here. #ThePathToTheEndOfYourNight'."
Three women taking a selfie in front of a mirror, smiling and waving, captured on a smartphone camera screen with a Snapchat link displayed.

Snapchat QR Code and Filter

People in the bar will take a mirror selfie in the bathroom and their phone will automatically scan the QR at the bottom of the mirror giving them the option to open Snapchat to view the Snapchat filter.

Three people smiling and posing for a selfie in a bathroom, as seen on a smartphone screen displaying a social media app. The image features the McDonald's logo and the text "Your night ends here. #ThereIsOneMoreYouNight." Social media app icons are visible on the device's interface.

Outdoor Black Light Paint

Use black light paint to draw a path from a bar to the nearest Mcdonald's.

Nighttime scene of a vibrant urban area, featuring a busy McDonald's with traditional architecture and neon lights, people walking, a Chinese flag, and an Irish pub nearby.
Night scene of a bustling street with a McDonald's restaurant, an Irish pub, Chinese flags, and a #ThePathtotheEndofYourNight message on the pavement forming the McDonald's logo from the pub to the McDonald's.

Outdoor Projection

Use projectors to trace a path from a bar to the nearest McDonald's.

City street with McDonald's, bar, and shops during twilight, decorated with holiday lights.
Street with bars and restaurants, including McDonald's, and festive lights. #ThePathtotheEndOfYourNight hashtag forming the yellow McDonald's logo from the bar to the McDonald's. Urban nightlife scene.

Outdoor Drone Light Show

Use drones to trace a path in the sky from a bar to the nearest McDonald's.

Nighttime street scene with a large illuminated McDonald's logo in the sky, above a building featuring McDonald's signage and a Jockey's Pub. People are walking and interacting on the street below.