BBH London and Tesco marked the festival of Ramadan in a sensitive and effective manner in 2022, showing how brands can honor community. Digital ads only showed food on a plate at times Muslim communities could break their fasts.
The intent was to celebrate Ramadan without appropriation – by simply reflecting its rhythm. Together This Ramadan originated from a BBH strategist noticing that most Ramadan campaigns featured food imagery during fasting hours – something the team felt was unintentionally insensitive.
Dinner plates on Tesco’s digital billboards remained dark during daylight hours and lit up only after sunset, in sync with iftar, the daily breaking of the fast. The quiet simplicity of the idea resonated across Muslim communities and beyond.
The campaign won multiple international awards, including a D&AD Impact Pencil and Cannes Lions for cultural insight. It was recognized as a benchmark in inclusive marketing
Advertisement
Within 48 hours, the billboards were widely shared on social media by Muslim influencers, faith leaders and journalists. Together This Ramadan proved that authenticity and restraint can speak louder than spectacle – especially when rooted in empathy and understanding.
See the rest of The Drum’s 50 Best Out of Home Ads Ever here.
And if you like this, you should sign up for The Drum Daily Briefing where there is great work first, and deep insights to back them.