The Sound of Tea.
Almunayes marked Ramadan with ten single-shot shorts in which the sound of an everyday task is swapped for a loud slurp of tea, so the brand is heard rather than shown being drunk.
- Brand
- Almunayes
- Agency
- Beattie + Dane
- Market
- Kuwait
- Region
- GCC
- Year
- 2023
The challenge
Ramadan advertising is expected not to show people eating or drinking during the fasting hours, which takes away a tea brand's most obvious scene. Almunayes still wanted to use the season to remind people that it knows what good tea is.
The idea
Beattie + Dane shot a series of 10 shorts, each a single take of an everyday scene, from someone sewing or swimming to a carpet being beaten or a jeep stuck in sand. The natural sound is muted and replaced by a loud sip of tea, a nod to the tea drinker's habit of slurping for the full flavour. The message running through the series is that Almunayes tea looks, smells and even sounds good.
Case study source: ArabAd Source ↗
