Throughout the holy month of Ramadan, Muslims fast between dawn and sunset, breaking their fast at sunset in what is called the Iftar meal. Brands are not allowed to advertise food during this time in Saudi Arabia, but McDonald’s found a very clever workaround to promote the brand throughout this month.
Their agency, Leo Burnett, created the Iftar Sand Clock, a virtual, live hourglass, which counts down the time until Iftar each day – which is also the countdown to when McDonald’s opens up in the evening after the fasting period. These sand clocks are created in the shape of a Big Mac, a McFlurry, and fries.
