Happy Ramadan

6 million Muslims live in Germany. During Ramadan, however, many of them are stressed as the city centers are wallpapered with images of food. So what can be done to minimize this stress and reach Muslims living in Germany at the right time?

The solution: during Ramadan, food is simply removed from the ads until Iftar. The digital OOH campaign is perfectly synchronized with the daily position of the sun. When the sun rises, the tempting dishes do not appear in the ads. As soon as the sun sets and Muslims are allowed to eat again, the digital out-of-home motifs show dishes that make people hungry for delicious food.