McDonald’s Sweden is uphold late-night culture with a campaign that aims to reach clubbers where they really are – on the sidewalk, hungry and a little bit covered in glitter.
The brand’s new outdoor accent turns the transition from the dance floor to the car window into a ritual, reminding partygoers that the golden arches still shine when the DJ is done. The campaign, created by NORD DDB, captures the after-hours atmosphere with vivid imagery that plays with light, movement and color.
Billboards and outdoor displays at popular bars and clubs reflect the flickering of laser beams and strobe lights, using abstract shapes that recall the famous McDonald’s arches without detailing them. The result merges nightlife and brand identity, fusing two icons of the night: the club and the counter.
”We know many people end their night out with us,” shares Julia Högfeldt, brand manager at McDonald’s Sweden. “We’re often just around the corner and open late, but in the buzz of the nightlife, a little reminder doesn’t hurt.”
The idea, Högfeldt adds, is to prove “in a fun and familiar way that everyone is welcome to McDonald’s once the party is over.”
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