Sunrise time-lapse video promotes McDonald's All-Day breakfast

Client: McDonald’s Singapore

Agency: DDB Group Singapore

Market: Singapore

Scope: Digital

Press release quote: Yvonne Low, senior marketing director, McDonald’s Singapore: “We’re really excited to launch the All-Day Breakfast with the All-Day Sunrise. Instead of just saying that McDonald’s is a great place to have breakfast, we want to demonstrate it to our consumers by offering them a visual spectacle that binds mornings and McDonald’s breakfast together." 

Joji Jacob, group executive creative director, DDB Group Singapore: "The All-Day Sunrise isn’t just a great way to introduce the All-Day Breakfast, but we were also drawn to the challenge of showcasing these sunrises in real time. We’ve mobilised the resources of our global network to make the live-streams possible.” 

Campaign Asia-Pacific's comments: The idea is simple and clear. Chase sunrises across major cities and time zones to create an ‘all-day’ sunrise time-lapse video that links to McDonald’s ‘All-Day Breakfast’ of the same name. While it’s easy to remember and make the connection, the videos are a little too functional—reminiscent of a global weather channel report, featuring a listless instrumental backing track. Perhaps the time-lapse footage could have benefited from an occasionally animated person downing hotcakes.