⁨Reframing Ramadan⁩.

⁨Ramadan is usually a slow month for tourism in Muslim countries. Many Muslims who live in non-Muslim countries also spend it quietly, without the shared rituals around them. Visit Qatar wanted the month to read as a reason to travel.⁩

⁨McCann Content Studios built the campaign on creators living the month for real rather than on paid ads. Creators from the UK, France, Germany, the US and Italy, among them the podcast trio Diary Room HQ and With Love Leena, filmed the sunset adhan, the Iftar cannon, hotel Iftar tents, Suhoor gatherings and mosque visits. Each was contracted for two feed posts and three Instagram Stories.⁩