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Neat idea from Leo Burnett KSA. McDonalds Ramadan started on April 24th. For this month, food companies must abstain from showing food in their ads to avoid temptation during fasting.
As a clever solution to this, McDonadl's Saudi Arabia came up with a way to advertise without being disrespectful. They turned their drive-thru screens into Ramadan Iftar Sand Clocks, with falling grains of sand revealing the tempting food -- at the exact time Muslims are allowed to break their fast. In other words, it takes 12 horus for those "grains" of sand to fall.
In addition to drive-thrus, the campaign is also runnong on McDonald's social media stories along with promocodes that are again only revealed when the sand has completely fallen.