This shell ad' was launched to announce that McDonald's restaurants would be open at night. It is an interactive sign that only works at night when the other half of the arch to is reflected in the glass to make the iconic 'M'. It was created by DDB Sydney with Matt Eastwood as the creative director. I love the creativity and even though it may not be as effective in the day, at night it would catch peoples eye.
This one was on a highway in america made of reflective tape. When headlights reflect from it i feel it looks quite ghostly as the letters appear to be floating which fits the night time theme.
I personally think it is quite dangerous as it could be distracting when it suddenly lights up. However it gets the message across and if your tired driving at night it might be just what you need to have a break from the journey.
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