McDonald's #BetterOff Billboard 2018

Description

This video for the McDonald's BetterOff Billboard project, created by agency adam&eveDDB West, opens with text on a solid black background explaining an Earth Day energy conservation initiative. The on-screen text recounts how Energy Upgrade California asked McDonald's to turn off their billboard lights to save energy, followed by a nighttime message revealed in glow-in-the-dark tape. The sequence then transitions to an exterior shot of a highway billboard under an overcast twilight sky. The minimalist typography and stark visual contrast emphasize the environmental messaging and campaign concept.