2020/2021 Winners & Shortlists

DUBAI

BrandETIHAD AIRWAYS
Product/ServiceETIHAD RAMADAN FRIDGE
EntrantFILMMASTER Dubai, UNITED ARAB EMIRATES
CategoryCorporate Social Responsibility (CSR) / Corporate Image
Idea Creation ETIHAD AIRWAYS Abu Dhabi, UNITED ARAB EMIRATES
Production FILMMASTER Dubai, UNITED ARAB EMIRATES

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

Name Company Role
Tim Larkin Etihad Airways Social Media Manger