2020/2021 Winners & Shortlists

MCDONALD'S RAMADAN IFTAR SAND CLOCK

BrandMCDONALD'S
Product/ServiceRAMADAN MEAL
EntrantLEO BURNETT Riyadh, SAUDI ARABIA
CategoryMarket Disruption
Idea Creation LEO BURNETT Riyadh, SAUDI ARABIA
Media Placement LEO BURNETT Riyadh, SAUDI ARABIA
Production PRODIGIOUS Dubai, UNITED ARAB EMIRATES
Production 2 CANJA AUDIO CULTURE Curitiba, BRAZIL

Why is this work relevant for Brand Experience & Activation?

This campaign shows how the McDonald’s brand was able to create a whole brand experience without being disrespectful of the religious experience it was celebrating in its market.

Background

Ramadan is the month where Muslims fast. From sunrise to sunset, one does not eat or drink. And so, in Muslim countries, it is not culturally appropriate to show food images in ads during the day. And this is especially true in Saudi Arabia, the heartland of Islam. Despite that, many restaurants in the Kingdom still advertise during the day. They do it in the hopes of getting people to choose their products for Iftar - the breaking of fast at sunset. McDonald’s Saudi Arabia also wanted to advertise its Iftar specials. But McDonald’s also wanted to remain culturally sensitive and respectful. Our challenge was to achieve both.

Describe the creative idea (20% of vote)

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 such as the Fries, the Big Mac and the Sundae, into sand clocks. At every sunrise they would be empty and as the day goes by, they would fill up. Taking a whole 12 hours to do so. Just in time for sunset, they would reveal themselves fully.

Describe the strategy (20% of vote)

We wanted to target all of the Kingdom, while staying culturally sensitive, so we made sure everyone saw our sand clocks without seeing the actual food item. Unless it was after iftar. In this way, McDonald’s came across as an international chain that had cultural insight and respect, integrating it even more within the Saudi culture. We gained traction over local brands and we gained affinity from our local customers.

Describe the execution (30% of vote)

The sand clocks were primarily made visible to everyone on print and outdoor. The sand clocks were turned into multiple integrated touchpoints covering the whole of the Kingdom: interactive outdoors, installations, drive through mupis, indoor interactive screens and digital interactive banners and ads. What’s more, everyday, the timing of sunrise and sunset changes by a minute or two. Our sand clocks were up to date every day, and they worked perfectly on the timing of the day.

List the results (30% of vote)

147% increase in positive mentions on social media More than 2.4 million media impressions 34.8% increase in drive-thru sales during Ramadan Voted top 5 integrated campaigns of the MENA in Campaign ME

Please tell us how disruption in your market place inspired the work

Other brands were disturbing the Saudi Arabian fasting experience by showing food items. We disrupted it by respecting the experience and revealing our items with the cycle of Ramadan. The sand clocks in themselves are disruptive. We even booked over and hijacked our competitor’s ads to stop them from showing food and to show our sand clocks instead.

Credits

Name Company Role
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
Marcio Pasqualino Psycho N’ Look Coloring
Lucas Sfair CANJA Audio Culture Music
Links
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