McDonald's Saudi Arabia / Saudi Arabia / 2020OOH · Social · Digital & Tech
Iftar Sand Clock.
A digital sand clock counts down to iftar and gradually reveals a McDonald's meal.
- Brand
- McDonald's Saudi Arabia
- Agency
- Leo Burnett Saudi Arabia
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2020
The challenge
Stay relevant during Ramadan fasting hours when showing food advertising can be inappropriate, while supporting delivery during lockdown.
The idea
Drive-through screens and social stories ran a virtual hourglass whose falling sand slowly formed a meal at iftar. Social executions revealed promotional codes as the countdown finished.
Case study source: Little Black Book Source ↗
Awards
- Dubai Lynx 2020/2021 — Bronze, Brand Experience & Activation: Use of Print or Outdoor (official results: https://d2tlfce4un01ic.cloudfront.net/dubai/downloads/previous_winners/Dubai_Lynx_2020_2021_Brand_Experience__Activation_Winners.pdf)
- Dubai Lynx 2020/2021 — Shortlist, Outdoor: Social Behaviour & Cultural Insight (official results: https://d2tlfce4un01ic.cloudfront.net/dubai/downloads/previous_winners/Dubai_Lynx_2020_2021_Outdoor_Shortlist.pdf)
Credits
- Creative agency
- Leo Burnett Saudi Arabia
- Chief creative officer
- Mohammed Bahmishan
- Creative director
- Saadi Alkouatli
- Copywriter
- Mohammad Omeira
- Production company
- Prodigious MEA
- Animation
- Optix Dubai
- Music
- CANJA
