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Web Film
Almosafer: As far as we go
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Almosafer says Ramadan Mubarak to the world with a new film to celebrate how travel unites people and cultures, as a child takes the spirit of Ramadan to a place that hasn't experienced Ramadan. Agency: FP7 McCann, Riyadh
The world today is more divided that it has ever been. Even in Ramadan, a time of year that encourages empathy, generosity, compassion and opening doors, people in the Middle East as well as around the world haven’t seized to put down their divides. It often remains a world of “us” vs “them”. Almosafer, a leading omni-channel travel brand from Saudi Arabia, is sending a message during Ramadan, like never before – a message carrying the values and the true spirit of Ramadan from the Middle East to the world, through the eyes of a child. With travel known to broaden horizons and open minds, the film, released on YouTube, and across prime television (across the MBC network in the Middle East) and Almosafer social media channels, is created to inspire people to spread the Ramadan values of peace, inclusivity and giving, wherever they go and with whomever they meet. Ramadan content in the Middle East tends to focus on the region itself. Through its content this year during Ramadan, Almosafer is breaking precedence among Middle Eastern brands. In adopting a fresh approach, the brand is sharing a story of a child travelling abroad, carrying the spirit of Ramadan to a place that has not experienced Ramadan, forging new cultural connections. The launch film shows the child bringing the magic and beauty of Ramadan to the world, just like Christmas ads do for brands during Christmas. The film starts with the child planning her journey to meet someone very specific, setting off post Iftar (the breaking of the fast) at night, starting her Suhour (the opening of the fast pre-dawn) with a meal and dates on a flight, travelling across continents and finally, reaching her destination in a surprising reveal. In doing something no brand from the region has done before, as a travel brand born in Saudi Arabia, Almosafer is opening up the opportunity of travel to bring cultures together. And in doing so, the brand is reminding everyone that Ramadan is an occasion that could be celebrated in by everyone, because of its universal human values, that can make our world a better place. Just like travelling and broadening our horizons does.
1st AD: Guram Bakradze |
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