Tesco is the largest food advertiser in the UK, but for Ramadan they did the unthinkable and removed the food from their adverts to align with the fast taking place in the muslim community. 4 million British people observe Ramadan yet it is rarely mentioned in uk media or advertising.
The digital billboards featured empty plates which only filled with food at the exact sunset time of that location.
The billboards gained a reach of 10.4 million and won a Cannes Lion and 4 Creative Circle golds.