Overview
- During daylight, digital posters show empty McDonald’s packaging and switch to fries and burgers in real time at Iftar.
- The campaign runs throughout Ramadan in Germany, using sunset data and local prayer times to trigger the changeover.
- Developed by Scholz & Friends, the ads carry a “Happy Ramadan” greeting as a gesture intended to be culturally considerate.
- A Threads post by Ads With Benefits highlighting the execution has drawn more than 63,000 views, boosting visibility online.
- Industry observers say the effort reflects a broader shift toward context‑aware DOOH, as public reaction ranges from praise to skepticism about its fit in a Western market.