JLR MENA, Ramadan
OOH, social, DIGITAL, CRM
DEFENDER, Ramadan IS EVERYWHERE
My fifth consecutive Ramadan campaign for Jaguar Land Rover, created over six relentless months.
We brought the idea to life and produced more than 505 assets, including 176 bespoke OOH executions across the region.
Each piece was thoughtfully localised in English, Arabic, and French, ensuring the work resonated authentically during this important cultural moment. The campaign rolled out across JLR retail markets throughout MENA, at scale, with precision, and with purpose.
The idea
The crescent moon is an enduring motif of Ramadan and became central to our creative idea.
We set out to reinterpret it, not as something observed, but something created. Set in the epic environments of MENA, we wanted the Defender to leave its mark, carving crescent moons in local lakes & wadis, and cutting its silhouette into sand, transforming epic journeys into powerful, living iconography.
What continues to inspire me most is the opportunity to create work that transcends borders, collaborating across cultures, perspectives, and disciplines to deliver something truly meaningful.
Range Rover, Ramadan IS EVERYWHERE
During Ramadan, signs of the Holy Month are evident wherever you go. When you take a moment to pause and reflect, you can find Ramadan all around you.
People reflect on the past year and take stock of their lives. It’s as if, for a moment, everything pauses and aligns perfectly. Culminating in a fleeting moment of serendipity.
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.