Ramadan has always been about togetherness, and to celebrate the tradition of gathering with loved ones during the Holy Month, Vida Hotels and Resorts has collaborated with creative agency Means Design to deliver a 360-degree campaign built on experiences, storytelling, and community moments.
Flowing seamlessly between digital platforms and real-world moments, the campaign begins with a simple thought: how Ramadan is an invitation to reconnect.
Building on this idea, the campaign centres around a ringing phone, offering those who pick up the call a chance to reconnect with loved ones. Instead of relying on traditional Ramadan imagery, the campaign introduces a playful visual metaphor, reflecting Vida’s bright and contemporary lifestyle.
“With ‘Ramadan is Calling’, the clarity of vision and openness from the team at Vida Hotels And Resorts played a fundamental role in shaping the direction of the work,” said Lama Accary Bibi, Managing Director, Means Design.
“Their deep understanding of the brand, combined with a willingness to explore fresh creative ideas, allowed us to develop a campaign that felt both culturally relevant and true to Vida’s lifestyle spirit.”
From digital platforms to in-property installations, the storytelling centred on the moments that define the season, stays shared with friends, late-night conversations, and new friendships formed over food and laughter.
Each Vida property became part of the same narrative, celebrating Ramadan in a way that felt social, welcoming, and unmistakably Vida.
A Ramadan Preview Evening at the Vida Dubai Mall introduced the experience, welcoming influencers and media to experience the concept first-hand. Guests stepped into the Ramadan setting, explored the curated menus, and experienced the atmosphere that would define the season across Vida properties.
A playful interactive element added an unexpected twist. Guests received a custom Ramadan Bingo card encouraging them to capture moments throughout the evening, meeting someone new, sharing a Ramadan story, or photographing the culinary spread. Each interaction became both a shared memory and an organic piece of content.
Beyond the event itself, the campaign generated strong regional media coverage across lifestyle platforms and publications, extending the story and amplifying its reach.
“For us at Means Design, the most impactful work always emerges when there is a genuine partnership between client and agency, where feedback is constructive, ideas evolve through dialogue, and everyone is aligned around a shared objective,” said Bibi.
“The trust and close coordination with the Vida team made it possible to translate a simple concept into a cohesive 360° campaign across digital platforms, media engagement, and on-property experiences.”
Bibi concluded with crediting the overall success of the campaign to the effortless partnership between Vida Hotels and Resorts and Means Design. “When that level of synergy exists, creativity flows naturally and the results tend to resonate more authentically with audiences,” she said.
Credits:
Client: Vida Hotels and Resorts
Agency: Means Design
