Milky Way Midnight is the lesser-known, mysterious cousin of the famous Milky Way candy bar. It contains dark chocolate, vanilla nougat, and caramel. The challenge was to differentiate the Milky Way Midnight Bar as the sweet, dark chocolate alternative for adults.
I created a concept of a billboard that transforms at night. As drivers pass this series of billboards during the day, they will see the familiar Milky Way bar. The additional billboard with the caramel drip between is an added element meant to grab attention. At night, using lights or glowing paint, the billboard is transformed to the Milky Way Midnight bar.