Brand | ETIHAD AIRWAYS |
Product/Service | ETIHAD RAMADAN FRIDGE |
Entrant | FILMMASTER Dubai, UNITED ARAB EMIRATES |
Category | Corporate Social Responsibility (CSR) / Corporate Image |
Idea Creation
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ETIHAD AIRWAYS Abu Dhabi, UNITED ARAB EMIRATES
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Production
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FILMMASTER Dubai, UNITED ARAB EMIRATES
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Write a short summary of what happens in the film
During the holy month of Ramadan, Muslims around the world uphold the centuries-long tradition of sharing – sharing their homes, sharing their hospitality, sharing their food with others.
The concept of ‘sharing’ has become synonymous with Ramadan, and something that Australian expat Sumayyah Syed wanted to enhance amongst her community in Dubai in 2016.
And so Sumayyah placed a fridge, fully stocked with food and water, outside her house so that those less fortunate could help themselves to what they needed in order to break their fast.
These ‘Ramadan Fridges’ quickly become a tradition across the UAE and the GCC, with thousands being placed in key locations every Ramadan since.
The UAE-born Ramadan Fridges tradition had captured the hearts of residents in the region, but for Etihad Airways – the national carrier of the UAE this was only the beginning. Etihad Airways wanted to help carry the wonderful tradition .
Credits
Tim Larkin |
Etihad Airways |
Social Media Manger |