McDonald's collaborated with Energy Upgrade California for the #BetterOff Billboard campaign, an environmental initiative focused on energy conservation. The project highlights a strategic reduction in billboard lighting to support local sustainability efforts.
Developed by the team at adam&eveDDB West, the film utilizes a minimalist aesthetic to convey its message. The piece relies on cinematic live-action footage and high-contrast, desaturated visuals to frame the nighttime reveal of the messaging.
