TESCO runs Ramadan billboard that has empty plates - until sundown. (UK)

What a clever use of a digital billboard. Tesco’s new work celebrates Ramadan by focusing on Iftar, only filling up plates with delicious food once the sun goes down. The ad, created by BBH London, has empty plates until sundown, and then it turns into a feast!

No detail was too small to consider in the final shot, Helen Rhodes, executive creative director at BBH reveals that they "consulted on everything,"  including having no nail polish on the hands. The inclusion consultancy "The Unmistakables" helped focus on the target, and BBH hired practicing Muslim Khalil Musa for the photography. Even the food had a consultant, ina Macki, who has a middle eastern background. Some of the cast was selected from Muslim colleagues within the Race and Ethnicity Network at Tesco.

Even the location of the digital billboards was carefully selected. Not just to target a large Muslim population, but also so that ads that ran in between these wouldn't be alcohol adverts, or anything else not keeping in the observation of Ramadan. It was also important that the sun would set behind the image, making the message pop even more.

Ad agency: BBH

Photographer: Khalil Musa