Ramadan, the holy month whereby Muslims across Saudi Arabia fast during day-time to purify their souls are bombarded with mouthwatering food commercials. For many Saudis this creates frustrations towards food brand. Ramadan, the Holy Month that all Muslims wait for to “purify their souls” and bound to fast until the sunset. But on this occasion, the city is flooded with food images tempting the people while they are fasting. In Saudi, the culture is to pixelate everything that is tempting. So, we pixelated each food item during the day in several malls, then revealed it at night, along with the Ramadan bundle.
AGENCY: Leo Burnett Riyadh
CHIEF CREATIVE OFFICER: Bechara Mouzannar
CHIEF OPERATING OFFICER: George Maktabi
REGIONAL ECD: Mohammad Bahmishan
CREATIVE DIRECTOR: Alexandre Choucair
GROUP COMMUNICATION DIRECTOR: Fady Yamak