2020/2021 Winners & Shortlists

Is your poster / billboard larger or smaller than a 6 sheet poster (1200 x 1800mm)?

It is larger than a 6 sheet poster.

Cultural / Context information for the jury

Ramadan is the month where Muslims fast. From sunrise to sunset. And so, it is not culturally appropriate to show food ads during the day. This is especially true in Saudi Arabia, the heartland of Islam. Still, many restaurants in the Kingdom advertised, in the hopes of getting people to choose their products for Iftar - the breaking of fast at sunset. McDonald’s Saudi Arabia wanted to advertise its Iftar specials, but also wanted to remain culturally respectful. Our challenge was to achieve both. Introducing, the first ever campaign that follows the cycle of Ramadan to the minute. The McDonald’s Iftar Sand Clock. We transformed people’s beloved McDonald’s menu items into sand clocks. At every sunrise they would be empty and as the day goes by, they would fill up. Just in time for sunset, they would reveal themselves fully. The sand clocks were published on interactive outdoors.