Pepsi's Clever Multiscreen Ramadan Ad Unfolds Across 3 Phones at Once

A wily piece of work


Five full days of Ramadan remain. For those unfamiliar with the Islamic holy month—or its Catholic cousin, Lent—it’s a period of fasting and cleansing that dramatically impacts Middle East and North African (MENA) markets.

As long as the sun is up, practicians neither eat nor drink. Businesses open late and close early in recognition of the fast’s effect on both customers and employees. Come sundown is Iftar, a moment of gathering when the fast is broken, and family and friends unite to celebrate and stuff their faces before doing it all over again tomorrow.

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