McDonald's and Leo Burnett London have this week launched Night Workers, a campaign that recognises and celebrates the millions of people working throughout the night that most of us never see.
The ad highlights this unsung community and hopes to reassure them that even if unseen, their hard work is being recognised. In each scene, you'll see some of the jobs that night workers do, such as looking after patients in hospitals, maintaining roads, re-stocking supermarkets – but the workers themselves are invisible.
This theme continues until the climax of the film as they walk through McDonald's doors for a well-deserved break. That's when you see the workers for the first time, "clearly emphasising that the doors of McDonald's are always open, ready to welcome them and help see them through the night ahead, no matter the time," says Leo Burnett.
Created by award-winning director Sam Brown in partnership with the London agency, the campaign brings to life the notion that McDonald's champions night workers, including its own overnight workforce, and sees their world when others might not. It all builds on the brand's ongoing theme 'If you're awake, we're awake', and will roll out from TV to social, radio and digital display this month.