Dutch restaurant chain ads hide food pics during daylight hours for Ramadan

Restaurant chain Halal Fried Chicken launched a new advertising campaign especially for Ramadan. Thanks to a clever design from ad agency Etcetera, the chain's bus stop ads in Amsterdam are blank during the daylight hours, and show a plate of delicious fried chicken after nightfall - when Muslims who follow Ramadan can break their fast.

"We realized that a whole month of fasting is difficult, especially if you are faced with tasty dishes in the street scene", Maarten Remmers, creative director at Etcetera, said to AD. The agency decided to approach Halal Fried Chicken with their idea, who loved it.

"The poster is printed on two sides", Remmers explained to the newspaper. "At the front, only the logo, leaving a large white surface. At the back, the poster is printed in mirror with chicken and the text 'eet smakelijk'. When it gets dark and the street lights turn on, the dish is revealed because the light in the bus stop also turns on."

The ad campaign is more to show solidarity than to actually sell the product, as for a large part of the day passersby only see the company's logo.