Ramadan is not so much about the sacrifices and the “suffering”, associated with giving and fasting as it is about the joyful fulfillment of such fundamental tenets and personal commitments. 

At BMW, joy is not so much about the destination, as it is the about the journey and the entire experience of sheer driving pleasure.

The month of Ramadan – like many other traditional or religious holidays – has become quite an ambivalent celebration As on the one side it demands you to be humble and modest whilst on the other side it’s the time of the year of the biggest sales offers. Especially for a brand that doesn't  come from the same cultural background, it’s  a Difficult path to tread – even more so if one of the main targets is to sell product.

CD Content: Kazuko Yokoe
ACD: Rolf Eggers