McDonald’s took the term “breakfast time” literally when it launched its All Day Breakfast in Canada. Working with OMD, it ran radio and TV ads only after 11am. It also created digital boards that updated to show the actual time, except with “a.p.m.” to demonstrate the breakfast menu’s all-day availability. The team also worked with Twitter to create a custom global emoji featuring the Egg McMuffin and McDonald’s hash brown. Every tweet with the commonly used #AllDayBreakfast was updated with the branded emoji (which even included tweets from competitors).