McDonald’s: Finding the magic in overnight

McDonald's, a fast-food restaurant, used its observations of staff and customers during the overnight period to inspire its successful communications campaign Night Workers.

Summary

A creative development brief with a difference, this project relied on open, exploratory research to stimulate and inspire a communications campaign. Over four nights, across four different McDonald's restaurants, the research team at BAMM carried out an ethnographic study to witness the ebb and flow of the 'overnight' shift, from 11pm to 5am.

Using a combination of observation, filmed interviews with staff and customers, and photojournalism, the team was able to bring to life the unique mood and atmosphere of McDonald's at night. Thanks to a collaborative interim workshop involving BAMM, Leo Burnett and McDonald's, these observations and stories...

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