JLR MENA, Ramadan
OOH, social, DIGITAL, CRM
Range Rover Sport, POWER DOWN THIS RAMADAN
We encouraged Muslims to switch off and reflect during Ramadan by also switching off ourselves.
To bring this idea to life, we counterintuitively turned off our vehicle in our advertising despite it being a fast-paced performance vehicle.
Instead of revving our adverts to a noisy crescendo, we created a film where every beautiful light and graphic turns off, leaving the vehicle sitting as quietly as possible.
We dispatched 176 bespoke DOOH in English, Arabic, and French during the religious period.
Defender, Crescent DUNE
The start of Ramadan relies on the sighting of the new crescent moon. Although there is a dedicated moonsighting committee, some take it upon themselves to get the first glimpse.
Our film pays tribute to this search for the new crescent moon to both the region and the holy month of Ramadan in a graphic, elegant and inspiring way.
Range RoveR, Symmtery
The idea of symmetry is a prevalent theme during Ramadan.
It is observed in the symbols of the holy month and the alignment with oneself and their journey. The reductive spirit of Range Rover also lends itself to this theme in design with its distinguished and iconic features.
Jaguar, Crescent moon
The month of Ramadan marks the start of new journeys.
With the upcoming new lineup of Jaguar vehicles, we allude to a new dawn that is coming. We were inspired by the theme of Ramadan, which talks about fresh beginnings and starting anew with the revealing of the crescent moon.