2020/2021 Winners & Shortlists

Cultural / Context information for the jury

McDonald’s Saudi Arabia was the first quick service restaurant to get a license to open all night in Saudi. For the launch of the night opening, we developed a series of visuals showing people’s favorite McDonald’s products, which also happened to be part of the night promotion, as constellations in the Saudi Sky. Introducing the McFries Belt, The McSundae Nebula and the Big Maccer. Each visual was carefully crafted to retain the shape of the stars in the sky while seamlessly integrating the McDonald’s products as lit anchor points. It’s worth noting that star gazing is one of Saudi Arabia’s favorite night hobbies. So our visuals were very relatable and relevant in connecting with the Saudi consumer.