McDonald’s Germany’s thoughtful DOOH campaign for Ramadan

McDonald’s Germany has launched a targeted Digital Out-of-Home (DOOH) campaign designed specifically for the month of Ramadan, focusing on a radical departure from traditional food advertising. In a campaign created by Scholz & Friends, the brand has stripped away its most powerful asset—food imagery—from its digital billboards during daylight hours. Throughout the day, commuters see iconic McDonald’s red-and-yellow fries containers and burger boxes, but they are entirely empty. By removing the imagery of its crispy fries and juicy burgers, McDonald’s is using its OOH presence to show direct consideration for those observing the fast. 

The “Happy Ramadan” initiative relies on live, sun-synced data and local prayer times to transform the creative in real-time. As the sun sets and the fast is concluded, the empty packaging on the DOOH screens “fills up,” revealing the food at the exact moment the community prepares for Iftar. This programmatic synchronization ensures that the brand’s most recognizable products only appear when it is most relevant to the consumer’s schedule, effectively aligning the brand with the evening meal. 

By leveraging this empty-to-full visual narrative, McDonald’s Germany has developed a technology-led gesture of empathy. The campaign demonstrates a sophisticated use of data-driven DOOH, using the power of digital screens to align brand messaging with religious observance. The strategy ensures that the golden arches act as a respectful companion to the local community, utilizing the sky as a trigger to transition from a minimalist display to a full product reveal.