Title | MCDONALD'S NIGHT MENU |
Brand | MCDONALD'S |
Product / Service | MCDONALD'S 24 HOURS |
Category | D04. Spatial Brand Installation & Experience |
Entrant | TBWA\THAILAND Bangkok, THAILAND |
Idea Creation | TBWA\THAILAND Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
Nils Andersson | TBWA\Asia | Asia Creative President |
Gigi Lee | TBWA\ Malaysia | Chief Creative Officer |
Esther Wong | TBWA\Hong Kong | Executive Creative Director |
Veradis Vinyaratn | TBWA (THAILAND) CO., LTD | Executive Creative Director |
Ditdanai Nopparat | TBWA\Thailand | Creative Director |
Louis Fung | TBWA\Hong Kong | Creative Director |
Mikey Batt | TBWA\Hong Kong | Creative Director |
Shireen Ang | TBWA\ Malaysia | Art Director |
Liam Chan | TBWA\Hong Kong | Art Director |
Nantawat Rodchau | TBWA\Thailand | Art Director |
Rithtiphat Kijmongcoltham | TBWA\Thailand | Copywriter |
Nickki Yong | TBWA\ Malaysia | Designer |
Irene Siu | TBWA\Hong Kong | Designer |
Mo Cheuk Hin | TBWA\Hong Kong | Designer |
Kristie Ma | TBWA\Hong Kong | Designer |
Ip Tsz Ho | TBWA\Hong Kong | Designer |
Or Pui Fai | TBWA\Hong Kong | Designer |
Chuthathip Muangwong | TBWA (THAILAND) CO., LTD. | Account Executive |
Chawanvit Lertnimanoradee | MEOUR production | Photographer |
Pattaranuch Noimeecharoen | TBWA (THAILAND) CO., LTD. | Agency Producer |
Misterbow | N/A | Artist |
Zrim | N/A | Artist |
Benzilla | N/A | Artist |
Asin | N/A | artist |
October29 | N/A | Artist |
Bonus TMC | N/A | Artist |
SNM | N/A | Artist |
Joker EB | N/A | Artist |
MillionsMonster | N/A | Artist |
Mauy | N/A | Artist |
NIGHT MENU. A large-scale, multi-site McDonald’s menu that used the shutter doors of local businesses to keep the night alive for the people of Bangkok. To bring these shutter doors to life, we collaborated with 10 renowned graffiti artists who each painted an iconic menu item with directions to the nearest McDonald’s 24-Hours using their signature characters and styles.
We picked out a busy neighborhood in Bangkok and mapped out ten high-foot-traffic locations to be painted by our graffiti artists. Each location featured directions that pointed consumers step-by-step to the nearest 24-hour McDonald’s.
The McDonald’s Night Menu campaign has seen strong results over the first two weeks since launch. By using graffiti artists to deliver our message, we tapped into youth culture to build our relationship with our night-loving target audience and enhance our ‘Loving the Night’ brand proposition. Walk-ins (the key indicator for tracking the response rate) are up 13.5% compared to the same period the year before. The campaign has also garnered a social reach of more than 39,000 despite a very low budget to boost the campaign. Last but not least, the campaign has helped make McDonald’s an important part of Bangkok’s social culture by becoming a late-night attraction in its own right.
To reach our target audience of night-loving youths, night workers and tourists, we decided to bring the campaign to life on the streets. By using graffiti artists, we could harness the street culture of the night and speak to our audience in an authentic and unique voice.