Pounder Hour is our ode to breakfast—where the humble egg becomes the star of the show. To launch Pounders’ new egg-packed morning menu, we created a playful city-wide egg hunt that had everyone on the lookout before breakfast hour hit.

We teased the launch with simulated billboards across Dubai and flooded social media with clues, countdowns, and egg sightings. The hunt led to a giant, life-sized egg carton photobooth activation, inviting people to crack a pose and join the fun.
To build more buzz, we sent out PR kits in custom egg cartons—with one egg holding the surprise reveal: the official launch of Pounder Hour. From yolk-filled copy to eggs in every form—fried, scrambled, poached—we made breakfast exciting again. One hour, one menu, all eyes on the egg.