Back to work.

Target audience: Shift workers aged 25-35

SMP: Maccas is open when you need it most

Creative idea: With the insight that shift workers experience frequent interruptions and delays in their break times due to the nature of their work, my idea was to create a short phrase that combines odd times of day, work breaks, and popular McDonalds menu items. Creatively, I chose to feature the use of a digital clock, synonymous with early mornings and an instantly recognisable icon to convey that McDonald’s is open 24/7 and to break up the stagnant copy.