You drive past a billboard during the day and see nothing. Then you pass it again at night, your headlights hit the surface, and a message appears. “Open all night.”
The idea. An ad you can only see at night
McDonald’s wanted to target people looking for a late night snack, so Cossette Vancouver created an ad that only showed itself when the audience was most likely to want it.
How reflective tape turns headlights into a reveal
Reflective tape was used to write “Open all night” on the billboard. The message was not visible during the day, but at night, with car headlights, it was revealed.
Why this works for late-night intent
This is behavioural targeting without data. The medium uses context. If you can see the message, you are already in motion at night. That makes the proposition feel timely, not intrusive.
A few fast answers before you act
What is the McDonald’s Reflective Billboard concept?
It is a billboard that stays visually “blank” in daylight, but reveals the line “Open all night” when car headlights hit reflective tape after dark.
Why is night-only visibility a smart creative constraint?
Because it aligns the message with the moment of need. People out late are more likely to want a snack, so the ad appears when intent is highest.
What is the key production technique here?
Using reflective tape to create a hidden message that only becomes legible under direct light sources like headlights.
What is the broader lesson for outdoor advertising?
Let context do the targeting. When the medium responds to time, light, or location, the message can feel personalised without collecting data.
