This was the 2015 #Ramadan campaign with an event in Dubai to launch the marketing message that Facebook is the place to connect with mobile-first people during Ramadan.
Ramadan has always been a time to connect with one’s family, friends and faith. But as smartphone penetration increases across the Middle East, these connections are now also being made online, on mobile and also on Facebook. We took a deep dive into the data to understand how people celebrate Ramadan on Facebook today.
We created several pieces of content to support this activation, such as core insights decks, infographics, Ramadan video booklets (printed booklets that detail Facebook's video offering and why they matter to the region), blog post (detailing the narrative for the public at large), animated stats Facebook ads, and event collateral material among other things.
The project was entirely art directed in-house. Some of the visual collateral such as the animation was also done in-house, but other collateral was created with the help of an external creative studio who designed the booklets and infographics for us. The art direction took direct inspiration from the visual elements that characterise the Ramadan season, such as lights, lantern decorations and sunset colour schemes (with the sunset being a very symbolic feature of the Ramadan celebrations). When putting together the art direction, we made a conscious effort not to use certain design elements that would lead to a clichéd look and feel, but that would still maintain a clear regional influence.