2022 Winners & Shortlists

Write a short summary of what happens in the film

The beginning of Ramadan can be difficult for people who are not accustomed to fasting; they usually ask when the call to prayer is. From here, the idea was formed. We used different influencers in different sectors and ages to reach the most significant number of people. In addition to that, our primary goal was to link "When is the call to prayer?" with the customer's product. So that whenever the question pops up, The product image comes directly into the customer's mind. Initially, celebrities were carefully chosen to create a kind of shockwave since they have not participated in TV commercials before and have a large dedicated fanbase. The aim was to present them in a way that no one has seen or expected before, not only to make a positive buzz but also to bring them closer to their audience.

Cultural / Context information for the jury

Ramadan is the ninth month of the Muslim calendar and the holy month of fasting. Muslims fast from dawn to sunset for a whole month. the fast is broken by the call of prayer which we used as the main concept.

Please tell us about the brand in relation to the locality or market where the product / service is distributed

Khadeer tea is a Saudi company with its own farms that produce the highest quality tea. The main focus was to target the audience of Saudi Arabia through distributing inside the Kingdom only within the segments targeted and suitable for the product.