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Ramadan and Eid al-Fitr around the world: how brands celebrated during coronavirus

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Muslims around the world are celebrating Eid al-Fitr to mark the end of Ramadan, by feasting with friends and family. Ramadan campaigns are coming to an end as well.

For many, the Muslim holy month and the succeeding festival to mark the end of the month-long fasting have become key points in the cultural calendar.

However, in 2020, the ongoing coronavirus pandemic has impacted the way Muslims broke their fast and celebrate Eid al-Fitr. Brands have been quick to respond to that, with a majority of campaigns showing how life has changed because of the virus.

The Drum has selected some activities from around the world for 2020. Vote for your favourite campaign below.

: 'A World We Deserve'

Agency:
Client:
Date: May 2020
The month of Ramadan is a time when Muslims fast from dawn to dusk, meet families and their communities, give to charity, remember the year gone by and resolve to be better as individuals.
This year, Ramadan across most parts of the world begins on Friday, April 24. But it’s going to be an unprecedented Ramadan due to COVID-19 crisis. Families won’t be able to get together, people are unwell and anxious, doors previously open are closed and cities previously bustling with Ramadan markets and gatherings are locked down. An environment of pessimism lingers in a month that has always been one full with optimism and celebration.
using Ramadan as the stage, with its agency FP7 McCann in Dubai, Babyshop is sending out a message of optimism to the world. Through the eyes and the words of children from around the world, the brand has launched a film and a song. And it has also implemented a series of acts to take care of those on the frontlines and their families. Key news platforms and influencers in the Middle East have partnered to support the idea throughout Ramadan.
The film itself taps into the virtues of remembrance and resolve that are intrinsic to Ramadan. Children from around the world were asked to share what they’ll remember from Covid-19. Their surprising and evocative answers have been combined with poignant photography and inspired an original song, and collectively, tell an unexpected Ramadan story.
In a challenging economic environment, with production lockdowns in the Middle East, as an idea and as an execution, the film completely breaks away from the typical mold of Ramadan ads (mega production, celebrity endorsements, dances, people getting together, eating together, celebrating together, doing kind acts for others and the like).
In sharing the brand’s point of view that if we learn from what children will remember of Covid-19, we can help build a world we all deserve, Babyshop reminds people about the importance of seeing the good amidst all the bad around us, about remembering the ones who sacrifice for the rest, about acknowledging the positive changes in ourselves, and about valuing the things we should hold dear to; not just during Covid-19, but even when we get through this challenging phase
Credits:
 
 
 
 
 
 
 
 
Children contributors:
Aayrah (7), Abdullah (8), Justin (5), Vishank (7), Isra (6), Fahad (9), Danielle (6), Aydin (4), Minha (8).
Client: Babyshop
Head of Marketing: Mitin Chakraborty
ProductIon: FP7 McCann Dubai
Director: Tahaab Rais
Producer: Vicky Kriplani
Editor and Colourist: Ashraf Muhammadunny
Creative: FP7 McCann Dubai
Regional ECD: Oliver Robinson
Regional ECD: Fouad Abdel Malak
Creative Director, Copywriter, Art Director: Tahaab Rais
ECD, Copywriter, Art Director: Karim Kazan
Creative Director: Aunindo Sen
Regional Head of Strategy: Tahaab Rais
Group Account Director: Vicky Kriplani
Singer: Brittin Lane
Songwriter: Tahaab Rais
Composer: Brittin Lane
Retoucher: Amit Borawake
Tags: Middle East
 
 
 
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: '#EkBadiDua by Parle Products'

Agency:
Client:
Date: May 2020
In an effort to celebrate solidarity and hope, Parle Products, India’s biscuits, confectionery & snacks & bakery manufacturer, kicked off #EkBadiDua Ramzan campaign digitally during the holiest month in Islam to engage with Muslim audiences. The campaign aims to meaningfully build long-lasting consumer connections and drive growth.
Ramadan 2020 is faced with a pandemic that has disrupted movement, supply chains and businesses around the world. The pandemic has revealed the capacity and shortcomings of every nation. While daily wagers are struggling to make ends meet, we are seeing unemployment, salary cuts, enforcement of unpaid leave and significantly increased work hours of frontline workers that has made people more aware, empathetic towards others and conscious about safety.
The campaign #EkBadiDua urges people to participate and highlight their efforts of goodwill to spread joy and positivity during these challenging times. The digital film showcases a father explaining to his son that no dua (wish) is small and this is a difficult time for everyone around us. The father wants to imprint his values of compassion, gratitude, empathy, and charity in his son.
Credits:
 
 
 
Client Credits:
Client Name: Parle Biscuits Pvt. Ltd.
Team: Krishnarao Buddha, Megha Thakare, Archit Goel, Ashutosh Deshpande & Jay Thaker.
Agency Credits:
Agency: BC Web Wise
Production : BC Web Wise Productions
CCO : Dinesh Swamy
Creative team - Rohit Kumar Kanojia , Shyam Singh, Madhavi Ramane, Himali Katti.
Account management : Minakshi Nimkar
Director: Shyam Singh
Producer: Rohit Kumar Kanojia
Tags: India
 
 
 
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: 'Coveid'

Agency:
Client:
Date: May 2020
One of the joys of Eid Mubarak or Hari Raya Puasa is visiting friends and family and sharing meals together. 
This year, because of Covid-19 this isn’t possible. So a team of creatives came together from all over the world to send that warmth digitally and spread the joy.
It is a pro-bono initiative with no brands tied to it. People can check it out, download their favourite free art (by some very talented artists from around the world) and share on social media to wish friends and family “Selamat Hari Raya”. And they are encouraged to credit the artist and ask others to do the same on the website!
Download GIFs and images here.
Credits:
 
 
 
Weber Shandwick:
Athena Ali, Reva Dhingra and Sameer Muley
Tags: World
 
 
 
 
 
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