KFC removed doors from its restaurants in the United Arab Emirates to promote its round-the-clock service. The campaign used an everyday object associated with closing time to communicate that customers could visit throughout the night.

The removed doors became advertising spaces, carrying messages about overnight service alongside dynamic QR codes. These codes directed people to their nearest KFC restaurant, giving those looking for a late-night meal a way to find somewhere to eat.

The idea connected the service announcement to a physical change at the restaurants. Rather than relying only on an “open 24 hours” message, KFC illustrated it by removing the doors, while the codes linked the advertising to a practical next step.