Counting Sheep
Award: Wood Pencil
Wood Pencil / Broadcast Innovations / Broadcast Innovations / 2009
Insomnia ads were created to tell nocturnal Filipinos that McDonald's now stays up late with them. This particular commercial, made specifically for McDonald's 24-hour delivery service, utilised TV stations' sign off time. TV stations were convinced to loop this animated spot after they had ended their broadcast day. Late-night channel surfers saw this looped ad instead of the usual static station IDs or colour bars.
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