Ramadan 2026: real connection over cold screens
A Ramadan campaign built on the friction between digital messages and physical gifts, reframing a delivered parcel as presence rather than a transaction. Several short films and cutdowns ran on digital and social through the month, aimed at families, expats and corporates sending seasonal hampers.
- The brief
- Families, expats and companies sending Ramadan gifts, in a season when greetings increasingly arrive as texts and emojis.
- The idea
- Short films contrast the coldness of digital greetings with a delivered parcel, casting a physical gift as a way of being present, run across social media through the month.
- What to borrow
- A delivery company can sell the emotional value of what it carries by setting it against the digital habits replacing it.
| Brand | Aramex |
|---|---|
| Agency | Not named on the source |
| Talent | Not named |
| Channels | digital, social |
| Source | Campaign Middle East |
Case studies like this
Campaigns from other brands that did something close, matched on what each one actually did.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Union Coop | Year of the Family Ramadan campaignFestive · 11 Feb 2026 | Festive | – | 11 Feb 2026 |
| Omantel | The Ramadan moonAd film · 6 May 2021 | Ad film | Leo Burnett MENA | 6 May 2021 |
| QNB | May your doors remain open with kindnessFestive · 12 Mar 2024 | Festive | – | 12 Mar 2024 |
| Abdul Latif Jameel Motors | Ramadan 2022 car-park filmAd film · 15 Apr 2022 | Ad film | Serviceplan Middle East | 15 Apr 2022 |
| Ibn Battuta Mall | Ramadan 2026 at Ibn Battuta MallFestive · 11 Feb 2026 | Festive | – | 11 Feb 2026 |
| Almarai | Ramadan 2026: Appreciate the BlessingsFestive · 12 Feb 2026 | Festive | Webedia | 12 Feb 2026 |
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