The great idea of grabbing a Big Mac menu on your way home after a night out is something everyone can relate to.

To promote that McDonald’s is open all night, we launched a concept that brings iconic McDonald's menus to life through the bottom of empty drinking glasses.

The campaign targets people heading home after the bars and nightclubs have closed. The outdoor ads ran in locations in close proximity to bars and nightclubs.

Each of the dreamlike, slightly warped images shows a skewed version of a classic McDonald’s menu through the bottom of empty drinking glasses. The only logo that appears in the ads is on the iconic french fries box. The photographs are shot entirely in-camera, and the copy reads “The first order after the last order”.​​