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‘Day & Night’ Highlights McDonald’s 24-Hour Service

Leo Burnett Dubai’s striking print work for McDonald’s scores a 7.2 on the GPC scale

McDonald’s “Day & Night,” GPC Rating: 7.2

Through a series of striking print ads, Leo Burnett Dubai informed the people of Dubai about an important McDonald’s feature: its “Day & Night” availability.

On first glance, it’s easy to miss what the series of print ads is trying to convey, but after spotting the subtle McDonald’s signage and seeing the brightly colored silhouette contrasted against the late-night landscape, the message is clear.

The agency’s strong and notable art direction helps convey an important service truth about McDonald’s. “Day & Night” elegantly illustrates how McDonald’s is open and ready to serve its customers around the clock.

About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.