McDonald's Billboard, Made With Reflective Tape, Lit Up by Headlights at Night

What could possibly go wrong?


You're tired, hungry, barreling along a dank, fog-shrouded Vancouver highway at 3 a.m. (We'll assume you took a wrong turn at Seattle.) Your tires screech as you round a corner, headlights slicing through the gloom, when suddenly, out of the swirling mist, a ghostly message appears: "Open all night," along with the McDonald's arches. It's a billboard made with reflective tape, visible only when illuminated by headlights in the darkness, created by ad agency Cossette.

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