4 million British Muslims observe Ramadan, the holy month of fasting, so we wanted to do something from Britain’s biggest and most inclusive supermarket to make them feel seen.

This took the form of digital billboards featuring empty plates that only filled up once the sun set and Iftar began.

They ran for the entire month of Ramadan in areas with high Muslim populations, with each site timed to transition at the exact moment of sunset.  

We worked with The Unmistakables, an inclusivity consultancy, and the Race and Ethnicity Network at Tesco to ensure authenticity throughout.