DAYBREAK DELIGHTS
"Enjoy breakfast with Philadelphia before it’s gone."
Philadelphia wanted to position itself as a morning must-have through a graphic campaign.
So we thought... how about creating some OOH ads featuring breakfasts that only appear during breakfast hours?
From 6 AM to 12 PM, the OOH showed breakfasts with Philadelphia. From then on, for the rest of the day and until the next sunrise, the same plates were shown —only this time, they were completely empty.
