Joy is coming home

A BMW will always be a BMW. Its character & attitude will always shine through no matter the situation.
It feels totally at ease pounding pavements, as it is standing outdoors.
It has the power to move us on the roads the same way it has the power to move us standing still.
It belongs to the wide open roads, in as much as it belongs to our our homes, our hearts, our innermost values this Ramadan.

This Ramadan, true values mean the joy of coming home, The joy of practicing one’s values, The joy of celebrating -30 nights in a row. During ramadan, it is not really about telling people to use BMW products, but around reminding them of what their true values are.

for the 2018 Ramadan campaign, we wanted to show the true value of the joy of coming home in Ramadan through: audio visual, digital, social and classical communication. 

There is no other time a common regional identity is at its strongest & is best on display than in the Holy month of Ramadan. 
For those exposed to Ramadan, such a strong and undeniable display of regional identity is inspiration and challenge enough to assert and act on one’s own identity, therefore displaying BMW products in the right environment was crucial for us. 

 

Still photography

This Ramadan, true values mean the joy of coming home, The joy of practicing one’s values, The joy of celebrating -30 nights in a row. During ramadan, it is not really about telling people to use BMW products, but around reminding them of what their true values are.

Joy is coming Home.

A frog perspective to our hero products parked silently in front of various regional villas and houses, the same places where you expect your BMW to be when you're with your family for Iftar (Dinner/breaking the fast for muslims) ,  these scenarios are peaceful & calm, yet powerful & expressive. 

 

 

Master Layouts

Master layouts were adapted below the line and above the line communication, both in digital and classical media.