The Land of Grace.
Peugeot Middle East's Ramadan film follows a fictional village, The Land of Grace, whose residents load local produce, sweets and crafts onto a Landtrek pick-up bound for the region's cities.
- Brand
- Peugeot
- Agency
- Science & Sunshine
- Market
- GCC
- Region
- GCC
- Year
- 2023
The challenge
Ramadan is known as the month of giving. Peugeot wanted a Ramadan story full of the month's nostalgic traditions that also fitted the brand naturally, built around the Landtrek, the one-tonne pick-up that marked its return to the segment.
The idea
Science & Sunshine set the film in an invented village preparing to welcome Ramadan, where every resident, down to the youngest child, adds something to the load. The goods are packed into a Landtrek that sets off towards the region's capitals, so the truck's load capacity and 4x4 ability become part of the act of giving. The film closes on the line 'To give is the biggest blessing of all'.
Case study source: Campaign Middle East Source ↗
