Al-Futtaim Lexus has revealed details about its Crafted with Care campaign, a seven-episode creator-led content series developed and launched during Ramadan 2026, designed to explore how craft and care are expressed across the UAE.
Developed in partnership with Ogilvy, the series aligned Lexus design principles with cultural practices, drawing a clear connection between attention to detail in everyday rituals and the craftsmanship behind Lexus vehicles. The campaign was taken live across the brand’s social media channels.
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Across the episodes, the series highlighted a range of traditions, including:
- the preparation and serving of qahwa in Abu Dhabi,
- the arrangement of dates and dried fruits in Ajman,
- the lighting of oud and incense at desert gatherings in Ras Al Khaimah,
- sharing luqaimat and balaleet during family gatherings in Umm Al Quwain, and
- breaking fast through family picnics by the sea in Fujairah, alongside other local practices captured across Dubai and Sharjah.
In each case, a Lexus vehicle was paired with the featured tradition, linking specific vehicle attributes to elements of the practice. Interior material refinement was aligned with hospitality, suspension and ride quality with the precision required to pour qahwa in a majlis setting, and ambient lighting and entry features with the experience of welcoming guests.
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Lexus was integrated within each journey as part of the narrative rather than the primary focus, reflecting shared principles of precision, comfort, and attention to detail.
The tone of voice was consistent across the series and based on each creator’s perspective. The content followed a conversational format to ensure accessibility.
Each episode opened with the line, “If you should do one thing this Ramadan, it should be this,” and closed with “Crafted with care, always.”
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Commenting on the campaign Katib Belkhodja, Marketing Director of Al-Futtaim Lexus UAE, said: “Ramadan traditions across the UAE are rooted in care, detail, and a strong sense of community. Crafted with Care was our way of powerfully honouring that alignment, going far beyond advertising to share authentic stories about craft, culture, and the people across all seven Emirates who brought Ramadan to life through the things they made and the care they put into them.”
The campaign brought this vision to life through compelling observational storytelling, following creators as they travelled from Emirate to Emirate, stopping at Lexus showrooms along the way.
Each stop uncovered a vivid local expression of craft rooted in culture, people, and place, powerfully revealing how Ramadan was shaped differently across the country.
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Beyond the main episodes, the campaign included three additional content layers. Episode cutdowns, teasers, and shorter edits were used to maintain continuity between releases and extend reach across platforms.
A weekly “Guess the Craft” mechanic invited audiences to identify the featured tradition linked to each Emirate ahead of release, supported by weekly incentives to encourage participation.
The Community Craft Stories stream invited audiences to share their own traditions, practices, and experiences linked to their Emirate. Selected submissions were featured through user-generated content, reactive posts, and curated galleries, extending reach and reinforcing community participation across the UAE.
The full seven-episode series and supporting content aired across Lexus UAE social media channels throughout Ramadan 2026.
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CREDITS:
Client: Al-Futtaim Lexus
Creative agency: Ogilvy
PR agency: Gambit PR & Communications
