Adrian Peter Tse
Jan 5, 2015

Sunrise time-lapse video promotes McDonald's All-Day breakfast

SINGAPORE - McDonald's Singapore celebrates the return of its all-day breakfast offering by capturing live-streamed videos of the first New Year’s sunrise from iconic cities around the globe.

Client: McDonald’s Singapore

Agency: DDB Group Singapore

Market: Singapore

Scope: Digital

Press release quote: Yvonne Low, senior marketing director, McDonald’s Singapore: “We’re really excited to launch the All-Day Breakfast with the All-Day Sunrise. Instead of just saying that McDonald’s is a great place to have breakfast, we want to demonstrate it to our consumers by offering them a visual spectacle that binds mornings and McDonald’s breakfast together." 

Joji Jacob, group executive creative director, DDB Group Singapore: "The All-Day Sunrise isn’t just a great way to introduce the All-Day Breakfast, but we were also drawn to the challenge of showcasing these sunrises in real time. We’ve mobilised the resources of our global network to make the live-streams possible.” 

Campaign Asia-Pacific's comments: The idea is simple and clear. Chase sunrises across major cities and time zones to create an ‘all-day’ sunrise time-lapse video that links to McDonald’s ‘All-Day Breakfast’ of the same name. While it’s easy to remember and make the connection, the videos are a little too functional—reminiscent of a global weather channel report, featuring a listless instrumental backing track. Perhaps the time-lapse footage could have benefited from an occasionally animated person downing hotcakes.

 

Related Articles

Just Published

8 hours ago

Mid-level female creatives don't feel 'heard'

This International Women's Day, we ask mid-level female creatives in the region what their biggest pain points are working in a male-dominated field.

8 hours ago

It's past time to eliminate gender biases in design

From surgical instruments to crash test dummies and virtual assistants, gender biases and stereotypes have been built-into products causing real harm, says the co-founder of Elephant Design.

8 hours ago

IWD campaigns: Angry, funny, clever and inspirationa...

See how organisations and agencies from around APAC have chosen to mark International Womens Day 2021.