INSIGHT
Just as in nature many species live and feed at night,
it is in the nature of GenZ to go out when darkness
falls and end the night in front of a succulent meal.
84%
of GenZ
end the night
with fast food.
IDEA
We observed GenZ’s behavior at McDonald’s using the same infrared technologies that
wildlife photographers use to capture animals at night, and turned these insights into a
nocturnal campaign: the first twilight billboards that revealed themselves only after sunset,
placed in Milan and Rome’s most popular hangout spots for GenZ.
+300%
Engagement Rate on lg
vs Platform Benchmark
+221%
Positive Sentiment on lg
vs Average Sentiment 2024
The best nights always end at McDonald’s
TVC
Board
