Yours to Celebrate

A Ramadan campaign that played on the fact that Kareem and Mubarak, the words in the standard greeting, are also names. It swapped them for other Arabic names whose meanings fit the month, so Uncle Saeed wishes you a Ramadan Saeed and a niece called Hanan wishes you a Ramadan Hanan. Short films ran with on-ground activations and social experiences that carried Toyota's Ramadan offers.

The brief

Families in the region during Ramadan, whose standard greetings are so familiar that people forget Kareem and Mubarak double as names.

The idea

Short films swap the usual words for other Arabic names suited to Ramadan, so an Uncle Saeed greets you with a Ramadan Saeed, with on-ground and social activations carrying Toyota's Ramadan offers.

What to borrow

Looking closely at a phrase everyone says on autopilot can turn a seasonal greeting into a personal one the audience can claim.

Brand	Toyota
Agency	Memac Ogilvy
Talent	Not named
Channels	digital, social, on-ground
Source	Campaign Middle East