McDonald’s and Leo Burnett launched a special Ramadan campaign that counts down the time until Iftar, when Muslims break their fast.
It’s not easy for brands like McDonald’s to continue advertising during the Islamic month of Ramadan. During this time, Muslims fast between dawn and sunset, only breaking their fast after the sun sets, at the Iftar evening meal.
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In Saudi Arabia, advertising food is not allowed during that time. So, McDonald’s found a way to promote its products without breaking the rule. Together with Leo Burnett, they built the Iftar Sand Clock, a live virtual hourglass that counts the time until Iftar every day. It’s not just any hourglass, of course. These ones are shaped and colored like iconic McDonald’s products: a Big Mac, a McFlurry, and the famous McDonald’s fries.
The campaign is being promoted on social media and on digital screens outside McDonald’s drive-thrus.
Agency: Leo Burnett KSA
Advertiser: McDonald’s Saudi Arabia
Regional managing director: Mazen Mitri
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
Group account director: Fady Yamak
Account supervisor: Mohamad Hijazi
Production company: Prodigious MEA
Music: Canja
Animation: Optix Dubai.
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