| Title | The fasting pixels |
| Agency | Leo Burnett Riyadh |
| Campaign | The fasting pixels |
| Advertiser | McDonald's |
| Brand | The Ramadan bundle |
| Date of First Broadcast/Publication | 2018 |
| Business Sector | Restaurants & Fast Food |
| Philosophy | 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. |
| Media Type | Digital |
| Length | |
| Chief Creative Officer | Bechara Mouzannar |
| Chief Operating Officer | George Maktabi |
| Reginal ECD | Mohammed Bahmishan |
| Creative director | Alexandre Choucair |
| Group Communication Director | Fady Yamak |
| Associate Creative Director | Thierry Chehab |
| Associate Creative Director | Ehab Armanious |
| Art Director | Andre Freiha |
| Art Director | Andreas Achjian |
| Animator | Peter Aoun |
| Producer | Jessica Youness |
| Photographer | Cedric Ghosoub |
| Production house | Optix |
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