Serviceplan Dubai teamed up with BMW Middle East on the 2021 BMW Ramadan campaign - ‘Joy At First Sight’ -  a beautiful 60’ online film made to celebrate the holy month of Ramadan by taking viewers on a metaphorical journey to the Moon. In the ‘Joy at first sight’ spot, the eternal glow of Ramadan meets Sheer Driving Pleasure. Ramadan is an auspicious month-long festival during which up to 1.8 billion Muslims worldwide don’t eat or drink between sunrise and sunset. ‘Joy at First Sight’ distills into a cinematic journey, the collective anticipation in Muslims around the world to get a glimpse of the young crescent moon.