Several billboards have been printed on both sides and displayed all over Paris with a unique backlight system. During the day, people couldn’t see anything else that an empty table. At the sunset, the lights of the billboards were automatically turned on and the image of typical Halal meal appeared with a Ramadan Moubarak (Happy Ramadan) message.

The idea has been voted by a panel of 2000 French people as most innovative French campaign of 2010 (Source : Opinion Way – 3rd édition of the French Innovation Observatory).10% of increase in Market Share. No.1 food brand googled during the campaign period.Every single Muslim blog and news site in France talked about it.