2020/2021 Winners & Shortlists

Background

Iftar is the meal with which Muslims end their daily Ramadan fast, often shared by the family together. But not every Iftar meal has everyone on the table. The tradition of family breaking the fast together at Iftar was losing its importance. Betty Crocker wanted to preserve this tradition and make family members refresh their connection by spending quality time together. With a budget of AED 300,000, we were tasked to create a campaign that stood out among all Ramadan conversations and made Betty Crocker a global brand that understands and connects with the local audience.

Describe the creative idea (40% of vote)

For nearly a century Betty Crocker has been making family meals special, just what every other mother intends to do. So for the month of Ramadan, we designed an experience called the Iftar of Togetherness. A unique tablecloth that lights up only when every family member is on the table. As our primary audience, we targeted mothers and enabled them to create an intimate family Iftar experience.

Describe the execution (40% of vote)

Iftar of Togetherness is a unique tablecloth that lights up only when every family member is on the table. To create this experience, we first screen-printed special conductive ink on the tablecloth in designs that formed geometrical Islamic art, created with patterns based on mathematics. Then we connected a series of lights, creating a battery powered circuit on the tablecloth. The circuit is complete only when when all the plates are on the table, lighting up the Iftar in celebration. One less plate on the table, the circuit remains incomplete and the so does the celebration. We created these tablecloths for families of 2, 4 and 6 and offered them as special Ramadan Family celebration. 15 days before Ramadan, we set up 'Iftar of Togetherness' tents at malls and parks where families visited to break their fast.

List the results (20% of vote)

Over 40 million impressions. 12% increase in Sales during Ramadan. When every brand was being conventional during Ramadan, Betty Crocker engaged people in an experience of togetherness. We generated conversations on and off the table and brand affinity grew by 13%. We became a part of people's Iftar celebrations and got featured in their stories on Instagram, Facebook and Snapchat. The best response we received was, "Thanks for bringing our family together!".