This Culture-Bridging Ad Takes Spirit of Ramadan to Father Christmas

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Saudi travel brand Almosafer and FP7 McCann focuses on compassion and connection, writes Laura Swinton
This Culture-Bridging Ad Takes Spirit of Ramadan to Father Christmas
In an increasingly polarised world, this surprising new spot seeks to build a spirit of understanding by sharing the spirit of Ramadan with a surprising new friend. 

The spot is for Saudi travel brand Almosafer and strategically ties the values of the season – such as empathy, compassion and generosity – to the mind-expanding and connective power of travel. 

Devised by FP7 McCann Riyadh and FP7 McCann Dubai, the campaign was also directed by the agency’s regional head of strategy Tahaab Rais in his third outing behind the camera. It follows a small girl as she plans a great adventure to visit a friend. She starts her journey just after Iftar (the breaking of the fast) at night, boards a flight where she starts her Suhoor (the opening of the fast pre-dawn) with a meal and dates. She traverses continents to reach a snowy land where local children help her on her quest.



It’s an approach that avoids many of the clichés of the traditional Ramadan brand activity. For one thing, it looks beyond the Middle East and, indeed, Islam. And while it explores familiar themes associated with the festival it swerves the typical imagery of families feasting round tables to consider kinship and connection in a more universal sense.

Across the Middle East, Ramadan is considered an ad industry highlight in much the same way that Super Bowl and Christmas are in the West – and so the idea of sharing the spirit of Ramadan with Santa also gives it a meta wink.
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Client

Advertiser: Almosafer

Head of Brand: Mohamed Qanati

Post Production / VFX

Visual Effects: Krish Prasad

Post producer: Mary Bou Akl

Offline

Editor: Rizwan Maple

Creative Agency

Creative Agency: FP7 McCann Riyadh and FP7 McCann Dubai

Creative Director: Ramzy Haddad, Nayaab Rais, Tahaab Rais, Aunindo Sen

Art Director: Tahaab Rais

Copywriter: Tahaab Rais, Aunindo Sen

Head of Strategy: Tahaab Rais (Regional)

Production Company

Production Company: Dejavu

Executive Producer: Manasvi Gosalia

Director: Tahaab Rais

DOP: Bobby Dhillon

Producer: Kavya Iyer, Tato Sulaqvelidze (Georgia)

Line Producer: Levan Maghradze (Georgia)

1st AD: Guram Bakradze

2nd AD: Irakli Pochkhua

Wardrobe: Kato Gelashvili

Gaffer: Goglika Khaindrava

Other

Cast: Thalia Shihab

Sound

Sound Engineer: Joe Najm, Mango Jam Studios

Music

Composer: Joe Dickinson

Artist: Brittin Lane, Ekram (Arabic)

Genres: People, Scenic, Storytelling

Categories: Services, Travel

McCann Asia Pacific, 1 year ago