Crafted with Care

A seven-part Ramadan digital series, one episode per Emirate, tracing local rituals: pouring qahwa in Abu Dhabi, arranging dates in Ajman, lighting oud in Ras Al Khaimah, luqaimat and balaleet in Umm Al Quwain, seaside iftar picnics in Fujairah. The car sat alongside each ritual rather than at its centre. A weekly Guess the Craft feature and a Community Craft Stories user-generated strand ran alongside.

The brief

Lexus audiences across the seven Emirates during Ramadan, a month marked by rituals of hospitality and care.

The idea

A seven-part series gave each Emirate an episode on one Ramadan ritual, qahwa in Abu Dhabi, oud in Ras Al Khaimah, seaside iftars in Fujairah, with the car as a companion beside it.

What to borrow

Matching product values to cultural rituals, precision to the pouring of qahwa, lets a car brand join a holy month without selling at it.

Brand	Toyota
Agency	Ogilvy India
Talent	Not named
Channels	digital, social
Source	Communicate Online