A still from Aramex's 'Share The Light' campaign film, 'Between Two Alleys'With a whimsical and hopeful Middle Eastern twist to the classic western film format, Aramex’s latest ad spot as part of its Ramadan 2025 ‘Share The Light’ campaign has crossed 17 million views and counting.
Titled ‘Between Two Alleys’ the campaign’s hero film hopes to share a poignant message of finding unity amidst diversity.
Set in a timeless Middle Eastern city, the video follows two elderly neighbors, each preparing to welcome Ramadan by stringing up festive lights in their adjoining alleys. However, from the first seconds a rivalry becomes clear and starts building up. As the lights intertwine, so do their stories. The two men compete over who does a better job in decorating their respective alleys. As the competition reaches its climax, the two realise that what they both worked towards the same goal; a beautifully decorated neighborhood, that benefits the entire community. It is then gently revealed that they belong to different faiths, yet celebrate the shared traditions of the season together.
“Ramadan carries a message that transcends borders; a message of peace, reassurance, and hope. At Aramex, our purpose goes beyond logistics; we are committed to ‘Delivering Good’ and strengthening the communities we serve,” said Mike Rich, Group CMO at Aramex. “The overwhelming response to ‘Share the Light’ reaffirms the power of simple, meaningful gestures in bringing people together. We are delighted that once again our attempt to bring people together during a special time of the year has been warmly embraced by the communities we serve.”
Rooted in a time-honoured tradition, symbolising the joy and gratitude experienced during the Holy Month, the campaign underscores Aramex’s belief that the Holy Month is a time for bridging differences, fostering togetherness, and illuminating the world with acts of goodwill.
The whimsical campaign was conceptualised in-house by Aramex’s creative team.
Shahir Sirry, Global Creative Director at Aramex, and director of the film said: “Every day, Aramex connects hundreds of thousands of people across the globe, bringing them closer through its delivery services. With this Ramadan campaign, we wanted to inspire people to bridge what can feel like a million-mile distance of cultural and religious differences — even when they live just down the street from each other.”
Audience sentiment around the ‘Share The Light’ ad spot has been overwhelmingly positive with users commenting, “Amazing!!” and more. The film was shared across Aramex’s social media accounts on YouTube, Instagram, LinkedIn and Facebook on 28 February, 2025.
Credits:
Aramex
Chief Marketing Officer: Mike Rich
Global Creative Director: Shahir Sirry
Concept and script: Ibrahim Alkhawaldeh, Thando Solundwana, Rizek Freiji, Shahir Sirry
Copy: Omar Arafa, Thando Solundwana
Art Director: Ibrahim Alkhawaldeh
Graphic Designers: Abdulbari Solomon, Yousef Eid
Multimedia Designer: Mykyta Cherkasov, Dylan Matthews
Global Marketing Director: Daniel Nuss
Regional Marketing Senior Executive: Megan Coutinho
Marketing Team Egypt: Mohammed Khaled, NourAldeen Zayed
Content Marketing Specialist: Trinisha Vandeyar
Paid Media Manager: Adrian Tyler
Production House: CineGate
Director: Shahir Sirry
Executive Producer: Omar Sami
Producer: Ahmed Mazhar
Director of Photography: Daniel Trapp
Editor: David Zavadescu @Coldcutz
Colorist: Dan Mitre @DMM
Music Composer and Sound Design: Hussein Sami
Trinity Operator: Mohamed Ezz El-Arab
Drone Operator: Islam Shana, Mahmoud AlSaeedy
1st Assistant Director: Amjad Al-Mal
Production Manager: Mahmoud Sokar
Costume Designer & Styling: Shaimaa Ahmed
Casting: Ahmed Weta, Ahmed Mohy, Hamdy Abo ElYussr @ Challenge Casting
Head of Production: Tawfik Omran
Site Manager: Medhat Mostafa
Production Coordination: Alaa Hesham, Ahmed Abdel Moneim, Amr Mahmoud, Ismail Abdel Basset, Medhat Youssef, Mostafa El-Sawy, Islam Gamal, Bandaq, Badry Farouk, Mazen Mohamed
Production Designer: Mohamed “Momo” Mohsen
Asst. Art Director: Gehad Goudah
Focus Puller: Moamen Hamdy
Gaffer: Big Disha Light
2nd Assistant Director: Tarek Alaa
Actors: Salah Bibawi, Sayed Salah, Tamara Ahmed, Haitham Abdel Shihab, Omar Khaled Gamal, Fawzia Mohamed, Rawda Abdel Hamid
