BAT

TitleBAT
BrandMCDONALD'S
Product / ServiceMCDONALD'S
CategoryB04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
EntrantLEO BURNETT VIETNAM Ho Chi Minh City, VIETNAM
Idea Creation LEO BURNETT VIETNAM Ho Chi Minh City, VIETNAM
Idea Creation 2 LEO BURNETT Colombo, SRI LANKA
Media Placement STARCOM Ho Chi Minh City, VIETNAM

Credits

Name Company Position
Paolo Garcia Leo Burnett Vietnam Executive Creative Director
Chandu Rajapreyar Leo Burnett Vietnam Creative Director
Kit Huynh Leo Burnett Vietnam Art Director
Quoc Nguyen Leo Burnett Vietnam Final Art
Ransley Burrows Leo Burnett Sri Lanka Chief Creative Officer
Athula Kathriarachchi Leo Burnett Sri Lanka Senior Creative Director
Malaka Samith Leo Burnett Sri Lanka Creative Group Head
Ajantha Kumara Leo Burnett Sri Lanka Art Director
Chathuranga Gamage Leo Burnett Sri Lanka Illustrator

Cultural / Context information for the jury

Vietnam's nightlife is a dynamic and evolving culture. Young adults and millennials flock the cities and city corners in droves, refusing to rest or stop. Food is both a social and physical need in this context. However, embedded deep in the Vietnamese psyche, when it comes to late night hunger pangs, hawker stall and street food are generally the choices – Since it has always been a part of the landscape after sunset. McDonald’s was not on their minds. So, we needed to open their eyes to the McDonald's of the night, with something that stands out, stands cool and resonates. Nocturnal Animals – Owl, Raccoon and Bat. A young, experimental and artistic mindset dominates the night populace of Vietnam. As such, the Print and Poster Campaign slightly deviated from the general McDonald's happy, colorful look, and created a stark and striking visual adventure. Still retaining the iconic arches.

Translation. Provide a full English translation of any text.

McDonald's open all-night

Is your billboard / poster larger or smaller than a 6 sheet poster (1200 x 1800mm)?

The poster is smaller than a 6 sheet poster (88.5cm x 58.5cm)