It turned outdoor McDonald’s Drive-Thru screens into Ramadan Iftar Sand Clocks. McDonald’s Saudi Arabia created a novel new way to advertise its products during Ramadan without being disrespectful. Once the sun started revealing itself again, so the prices increased as well, until the eclipse and the sale were over. But only for the brief window of almost-total coverage. Since the eclipse reached 97 per cent, Mastercard holders also received 97 per cent off an array of pre-selected products. Leveraging a rare solar eclipse, prices on shopping site Noon were diminished with the sun. Then sections were cut away and made into 50 standalone artworks. Butcher produced an energetic mural entitled Kinetic over three days. Volkswagen Middle East partnered with long-term UAE-based artist Maddy Butcher to create an artistic take on the new Volkswagen Brand.

By August the brand had put its ‘finger-lickin’’ slogan on hold due to Covid-19 fears. In March, to celebrate the freedom that comes with eating with your hands – and to emphasise that eating at KFC is always a fun and super-casual experience, KFC turned its menus, placemats, food bags, posters, flyers and even its cashier receipts into tissue napkins of different shapes and sizes. This initiative put the iconic skyscraper’s 1.2 million lights up for sale to raise funds and provide meals for coronavirus-hit communities during the Holy Month of Ramadan. 1 Mohammed bin Rashid Al Maktoum Global Initiatives

Best digital activations 2020