Taken from Complex:
"To promote a local 24-hour McDonald’s in Canada, creative agency Cossette Vancouver designed this reflective billboard that’s only visible at night when cars pass by. By day, the billboard appears blank with no message, but at night, motorists driving along the highway reveal Mickey-D’s clever advertisement with their car headlights."
This idea has taken a bit of heat, but I think it is a fantastic, unique way for McDonald’s to push their message using the resources available to them. This is the first time in a long while that I have seen a technological innovation employed in billboard advertising. Well done, Mickey D’s!