Keeping in mind the Holy Month of Ramadan and how the month calls for food companies to abstain from showing food in their ads to avoid temptation during fasting, McDonald’s Saudi Arabia with its advertising agency Leo Burnett Riyadh created a novel new way to advertise its products without being disrespectful to the Muslim faith.
Turning outdoor McDonald’s Drive-Thru screens into Ramadan Iftar Sand Clocks, the virtual hourglass shows falling grains of sand slowly reveal the exact time customers can break their fast.
Taking 12 hours for the sand to fall – exactly the period of fasting – the grains of sand come together to form a McDonald’s meal. When the meal is complete, customers are free to order and enjoy it… just in time for Iftar.
Agency: Leo Burnett KSA
Advertiser: McDonald’s Saudi Arabia
Chief Creative Officer: Mohammed Bahmishan
Creative Director: Saadi Alkouatli
Creative Director: Mohammed Sehly
Creative Director: Alexandre Choucaire
Art Director: Jose Pedro Bortolini
Copywriter: Mohammad Omeira
UI: Mustafa El Lakkis
Chief Operating officer: Thamer Alfarsi
Regional Managing Director: Mazen Mitri
Group Account Director: Fady Yamak
Account Supervisor: Mohamad Hijazi
Production Company: Prodigious MEA
Music: Canja Audio Culture
Animation: Optix Dubai