When you drive the Swedish roads your bound to pass a McDonald’s. But sometimes they’re few and far between. We wanted to find an interesting way to catch the attention and possibly convert drivers who had already passed a McDonald’s restaurant.

We designed a laterally reversed billboard that was positioned after having passed the exit to a McDonald’s restaurant. The message was unclear when seeing it straight ahead, but made total sense when seeing it in the rear view mirror. The message? It’s never too late to turn around. Next U-turn 100 meters.

We designed a billboard, flipped it around and then published it.