During the day, punters only saw half of the yellow arch and some mirrored text, it wasn't until the dark at night when the adshel lit up that the message "open all night" became clear.

Agency: DDB Sydney Matt Eastwood (Executive Creative Director) Jakub Szymanski (Art Director) Alex Stainton (Copywriter)

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.