by Cormack O'Connor in New Design on Wednesday 15 January 2014

It’s 2am, you’re on a freeway, leaving a club, at a house party. You’re craving food, good food. Unfortunately for you, this is not the time of night to be able to buy good food. Not even close. Did someone just say McDonalds is open? Oh boy. How do they know? Well, friend, it’s 2013 and there’s that super creative McDonalds ad that can only be read at night.

The clever people at DDB in Sydney designed it. During the day, its half golden arch and backward text looks like whoever is in charge of hanging ads at bus stops messed up. But during the night, the backlit poster reveals that your late night saviour is not far away. It can’t strip back that feeling of nausea the next morning, though. No, that’s what berocca is for.