The billboard appears blank in daylight, but after dark it will illuminate by headlights from cars driving by it. The phase "Open all night" along with the golden arches are formed with reflective tape which will then lights up.
What a great idea to remind people that McDonalds is open no matter the time - 24 hrs. Check out the video to see how the billboard comes together. Like McD's tagline - I'm loving it!
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