McDonalds 24 Hours: Nocturnal Animals Owl

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 but cleverly and subtlety incorporating them in the eyes of nocturnal creatures of Vietnam.