READY TO DROP.
HAM / DE
Germany is home to nearly six million Muslims, with 82% practicing their faith daily and fasting during Ramadan. McDonald’s typically focuses its advertising on the deliciousness of its food. However, during Ramadan, McDonald’s Germany made an exception. At sunrise, when Muslims must abstain from food, the tempting food items do not appear on the digital out-of-home (DOOH) display. Instead, they reappear in stop motion as soon as the sun sets. To bring this story to life, we created a stop-motion video for each McDonald’s product used in the campaign. This project earned us our first Cannes Lion and five recognitions at the LIA.