MCDONALD'S RAMADAN IFTAR SAND CLOCK
Brand | MCDONALD'S |
Product/Service | RAMADAN MEAL |
Entrant | LEO BURNETT Riyadh, SAUDI ARABIA |
Category | Single Market Campaign |
Idea Creation
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LEO BURNETT Riyadh, SAUDI ARABIA
|
Media Placement
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LEO BURNETT Riyadh, SAUDI ARABIA
|
Production
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PRODIGIOUS Dubai, UNITED ARAB EMIRATES
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Production 2
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CANJA AUDIO CULTURE Curitiba, BRAZIL
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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 posters.
Credits
Mohammad Bahmishan |
Leo Burnett KSA |
Ideation |
Saadi Alkouatli |
Leo Burnett KSA |
Ideation |
Alexandre Choucair |
Leo Burnett KSA |
Ideation |
José Pedro Bortolini |
Publicis Groupe |
Art Direction |
Georges Matta |
Leo Burnett KSA |
Digital journey mapping and management |
Fady Yamak |
Leo Burnett |
Project Management |
Mohamed Hijazi |
Leo Burnett Beirut |
Project Management |
Hossam Barbar |
McDonald's |
Support |
Thamer Farsi |
Leo Burnett KSA |
Support |
Mazen Mitri |
Leo Burnett Beirut |
Support |