2016 Winners & Shortlists

Creative Execution

After completing the research and technical experimentation needed to create the activation, we set out to document the delivery of the boxes to families and individuals. We put together as small of a team as possible, to make sure our presence would not interfere with the action. The resulting film became a warm insight into the lives of these individuals, allowing viewers to connect with them on a human level. By releasing the video on Facebook, we were able to create a window into the world of the unfortunate in Lebanon, exposing an issue that needs our attention.

The campaign quickly spread online, with the brand being lauded for supporting an important social problem as well as successfully showing Islam in a positive light, at a time when it is getting a lot of negative media attention. In terms of sales, the film raised awareness in markets where Al Rifai was previously unknown. Across the Muslim world the brand became more known - which was evident in the increased online sales during Ramadan and the months after from countries in the Far East, Africa and Eastern Europe.

Al Rifai is one of Lebanon's leading national brands and as such have a responsibility to present themselves to their audiences with a leader's tone of voice in their communication. Ramadan is one of the most active times of year for the brand and they wanted to launch a Ramadan campaign that would stand out from the clutter while also developing their CSR initiatives during this time of year. We wanted to create a feel-good, emotional piece of communication for Ramadan that would reflect Al Rifai's leading position in the market, while also positioning it as a socially-aware, culturally connected brand. With Al Rifai always being a brand that was close to its customers, Angels of Ramadan became a film that allowed the brand to continue the conversation on a personal level.