6 million Muslims live in Germany. 82% practice their faith on daily basis. During Ramadan, the majority experiences stress because of the high amount of food images that wallpaper the cities. 

We launched a digital OOH campaign that was perfectly synchronized with the sun. At sun rise, when Muslims must abstain from food, the delicious and tempting food items did not appear in our advertising. But when the sun set and every Muslim was permitted to eat again, the outdoor campaign revealed mouth-watering food photography.

With zero paid media in addition to billboards, we have stimulated conversation, increased Sentiment Score and created online buzz. Helping a community of six million people to be accepted and included.