McDonald's has redesigned its digital billboards in Germany specifically for Ramadan. The application is based on fasting times during the day. During these hours, food images on billboards are removed from the screen. Instead of visual intensity, only product packaging is displayed. The message is simplified, and appetizing content is deliberately withdrawn. The digital screens operate with a time-sensitive flow rather than a static design.

As iftar time approaches, the advertising flow changes again. Food images reappear on the screen, based on sunset and local prayer times. Thus, the content is synchronized with the rhythm of the day. Timing becomes the main element of the campaign.

This application demonstrates the message of diversity and inclusivity directly through an operational decision. The sensitivities of fasting audiences are taken into account. Brand communication is shaped through practical arrangements rather than symbolic discourse.