Ramadan in Dubai.
Observed by Muslims worldwide, Ramadan is a month of fasting and prayer. One of the bigger aspects of Ramadan that a lot of people look forward to in Dubai (practicing Muslims & people of other faiths) is the sense of community it inspires. Through the month friends and family have Iftar together, give donations to charity and is a month of introspection.
Connected through Ramadan
The pandemic stopped the world, and considering how community driven Ramadan is - a lot of people were worried if Ramadan would be the same in 2020. However, Ramadan is a spiritual month, even if we couldn’t be together in person - we could be Connected through Ramadan.
Building Connections
Careem joined forces with UAE Food Bank to help UAE residents donate food at a tap of a button during the holy month of Ramadan. A Careem driver will come to your door and collect donations. The opening campaign video highlighted this incentive while explaining the spirit of Ramadan through a narrative voice over.
For our closing campaign video, we teamed up with Emirates Islamic Bank. As a thank you to our best performing drivers, we flew in their families as a surprise for them to celebrate Eid together. It was under the guise of them picking up a “VIP customer from the airport.”
TECOM Group Ramadan 2017
Using an islamic pattern, and moments of personal reflection for inspiration, I created a campaign theme for Ramadan from this insight. We created postcards and notes you can write to fellow colleagues - and created a Ramadan decorating competition pack with IKEA lights for colleagues to get creative with.
