Happy Ramadan

Happy Ramadan was a McDonald's campaign created to respect the rhythm of fasting during the holy month of Ramadan. During the day, digital billboards displayed only empty packaging, without showing the food, avoiding temptation while people were fasting. At sunset, synchronized with local iftar times, the ads revealed the products, connecting the brand's communication to a simple, sensitive and culturally relevant gesture. Motion needed to preserve the delicacy of the idea without turning the campaign into spectacle. Stop motion and OOH videos brought the packaging and food to life with rhythm, care and precision, creating a clear visual transition between waiting and celebration. The execution helped make the concept more memorable on digital billboards, while keeping the language accessible, respectful and connected to the real moment experienced by the audience during Ramadan.