2020/2021 Winners & Shortlists

Write a short summary of what happens in the digital or ambient execution or campaign.

During Ramadan, we set up Iftar tents at malls and parks where families would visit to break their daily fast. And then, as they sat on the special Iftar of Lights table, and just after the last person kept the plate, the tablecloth lit up in celebration. Special conductive ink was used to connect a series of lights forming a battery powered electrical circuit on table. The circuit is complete only when all the plates are on the table. One less plate, and the circuit would remain incomplete, and 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.

Cultural / Context information for the jury

Ramadan is the holy month in which Muslims observe fast from sunrise to sunset for 30 days. At sunset the family gathers around the dinner table and shares a meal to break their fast. This tradition is called Iftar. In today's fast paced world, this tradition was losing its importance. Not everyone from the family is present at Iftar. Betty Crocker wanted to bring the family together and become a global brand that speaks the local language.