CIVIC DREAM TRACK
McDonald’s was looking to expand their presence in the late-night dining category. Other fast food companies were successfully branding their late-night menus using advertising that was irreverent and openly targeted the party/stoner crowd. McDonald’s needed a breakthrough campaign that would speak to millennials, feel fresh and fun, and yet still live within the McDonald’s brand. The idea was to turn the people of the night into the heroes of their own mini-comics, showing moments of nighttime drama and how the Big Mac came to the rescue during the late night hours. Enter, "Bright Lights. Big Mac."