Slow Down.
Cadillac's Ramadan series for the electric LYRIQ offered calm in a hectic month, with three illustrated episodes about endless invitations, iftar traffic and food advertising.
- Brand
- Cadillac
- Market
- GCC
- Region
- GCC
- Year
- 2023
The challenge
Ramadan advertising in the region is loud and crowded. The agency cited Google research that seven in ten people find it the most overwhelming time of year, with traffic, aggressive advertising and social obligations the main stressors.
The idea
Saatchi & Saatchi Middle East gave each episode to a different Arab illustrator. A woman answers every iftar and suhoor invitation with the same reply while driving; a man stuck in traffic accepts he will only make it home for suhoor; a fasting woman flicks between radio stations to escape food ads. Each episode signs off on the comfort of the quiet LYRIQ.
Results
- Reach of 21 million and more than 35 million views, according to the Dubai Lynx 2024 entry
Case study source: Dubai Lynx (Love The Work) Source ↗
