2019 Winners & Shortlists

THE FASTING PIXELS

Bronze Lynx

Demo Film

Presentation Image

Client/BrandMCDONALD’S
Product/ServiceTHE RAMADAN BUNDLE
EntrantLEO BURNETT Riyadh, SAUDI ARABIA
Type of EntryDigital Screens
CategoryAnimated Digital Screens
Idea Creation LEO BURNETT Riyadh, SAUDI ARABIA
Media Placement UM MENA Riyadh, SAUDI ARABIA
Production LEO BURNETT Riyadh, SAUDI ARABIA

Cultural/Context information for the jury.

Ramadan, the holy month whereby Muslims across Saudi Arabia fast during day-time to purify their souls are bombarded with mouthwatering food commercials. For many Saudis this creates frustrations towards food brand.

Write a short summary of what happens in the ambient or digital execution or campaign.

Ramadan, the Holy Month that all Muslims wait for to “purify their souls” and bound to fast until the sunset. But on this occasion, the city is flooded with food images tempting the people while they are fasting. In Saudi, the culture is to pixelate everything that is tempting. So, we pixelated each food item during the day in several malls, then revealed it at night, along with the Ramadan bundle.

Credits

Name Company Position
Bechara Mouzannar Leo Burnett Mena Chief Creative Officer
George Maktabi Publicis communications KSA Chief Operating Officer
Mohammad Bahmishan Leo Burnett ksa Reginal ECD
Alexandre Choucair Leo Burnett ksa Creative director
Fady Yamak Leo Burnett ksa Group Communication Director
Thierry Chehab Leo Burnett ksa Associate Creative Director
Ehab Armanious Leo Burnett ksa Associate Creative Director
Andre Freiha Leo Burnett ksa Art Director
Andreas Achjian Leo Burnett ksa Art Director
Peter Aoun Leo Burnett ksa Animator
Jessica Youness Leo Burnett ksa Producer
Cedric Ghosoub Freelancer Photographer
Optix Optix Production house