Together This Ramadan
Award: Shortlist
Shortlist / Media / Press & Outdoor / 2023
Food and drink play a central role in Ramadan, with many people fasting from sunrise to sunset. BBH helped Tesco to represent this often misunderstood experience. Despite food accounting for the lion’s share of Tesco’s revenue, the supermarket removed food from its advertising. BBH created large digital out-of-home billboards with empty plates, reading: 'Together this Ramadan. In honour of everyone fasting, these plates only fill up once the sun goes down'. In solidarity with the community, the plates only began to show food once the sun set and Iftar began.