“Goodnight, See You for Breakfast,” approaches the breakfast conversation from an unexpected angle — the night before. Since McDonald's breakfast is only served before until 10:30 a.m., many consumers miss it because they wake up late after staying up the night before. Ogilvy Taiwan and McDonald's created a culturally-resonant campaign that urged people not to miss out. Beyond a mealtime reminder, McDonald's aims to amplify the cultural and social significance of breakfast, turning it from a simple food choice into a symbol of healthy living and better routines.