McDonald’s Italia teamed up with IGPDecaux to unveil a fun and clever DOOH campaign celebrating their late-night hours
“Creatures of the Night” Take the Streets
Starting July 30, and running for two weeks, McDonald’s lit up Italian cities with dynamic digital screens that embraced one universal truth: a cheeseburger tastes better after dark.
The campaign targeted urban night owls—clubbers, shift workers, late commuters—by advertising that their favorite McDonald's meals are now available from 8 p.m. to 6 a.m. nightly.
DOOH That Glows With Humor and Hunger
IGPDecaux’s digital panels featured vibrant, cheeky visuals of nighttime animals and glowing signage, reflecting the "Creatures of the Night" concept with playful precision.
As with great DOOH advertising, this campaign made its mark by being contextual, clever, and time-sensitive.
A Campaign That Matches Consumer Habits
Instead of trying to bring people in during the day, McDonald’s leaned into a growing consumer behavior—late-night cravings—and met its audience when they’re most active.
This is strategic out-of-home at its best: knowing where and when your message will be most effective.
Turning the City Into a Playground After Dark
By owning the night visually, McDonald’s positioned itself as the go-to option when everything else is closed. The colorful panels didn’t just inform—they invited.
From Milan to Rome, the campaign turned dark streets into mini billboards of light, fun, and fast food comfort.
Memorable, Relevant, and Made for the Night
“Creatures of the Night” isn’t just a tagline—it’s a cultural nod that feels playful, modern, and deeply relatable. Whether you’re heading home or still out, McDonald’s made sure you knew where to go.
This is DOOH built for real life, not just brand recall.
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