Cultural/Context information for the jury

McDelivery Singapore is one of the first few countries in the world to have 24/7 delivery service. Which means you can pretty much enjoy your McDonald's favourites even when you're up late. So we took the ubiquitous symbol of a late night — the lit window — and fashioned it into iconic products. Over 300 photographs of windows were taken from all over Singapore. From offices to houses, each window symbolised a late-night moment. Window sizes and shapes were then carefully curated to take the form of two of McDonald’s most recognisable products – the fries and the Big Mac. The challenge was to find that balance between crafting a shape that would resemble those products, while—art directionally—maintaining an organic look and feel. Windows were also chosen for their colours, and others were colour-corrected to match the products. The end result? A striking tribute to two of McDonald’s well-loved products.