ABOUT

Concept: Tell South Africa that McDonald's is now open 24 hours a day. Not everyone's day ends at five. Shift workers, night owls and people who've just had a very long day all get hungry at strange hours. Whenever your day ends, we're open.

Execution: Three films catch people at the end of their own particular day: a team of packers, a paintball game and a night cleaner. A radio spot did the same for the ears.

Result: Shortlisted at Cannes.

Three facts:
1. McDonald's wasn't always open 24 hours a day in South Africa. I had the pleasure of announcing the glorious news to the nation.
2. Every single box you see was filled with Happy Meal toys.
3. The two paintballers may have been my art director, Greig Watt, and I. Maybe.

Copywriter: Kenneth van Reenen. Art Director: Greig Watt. Creative Director: Gareth Lessing.