For food solutions brand Goody’s Ramadan campaign, agency BigTime Creative Shop stepped away from the familiar motifs of shared tables and crowded living rooms to focus on a topic that’s much touched upon – people who are observing Ramadan away from home.
It aims to reflect a new Ramadan culture that is shaped by mobility, distance and changing family dynamics while staying true to the spirit of the Holy Month. Showcasing the current reality of Ramadan, it features young generations who are becoming independent while still trying to stay connected to their family roots and traditions.
The film focuses on a young man who’s spending Ramadan away from his family for the first time, where his worried mother doesn’t want all his Iftars to be at restaurants. The mother then shares a delivery package filled with Goody food ingredients.
The film adopts a restrained and subtle storytelling method to position the brand as not just a presence at the table but as a Ramadan food solutions partner. The brand did this by using the hero film to support the brand’s platform “نلهمك تبدع” (“We inspire you to create”).
BigTime Creative Shop designed the Goody campaign to act as an integrated campaign, where the hero film and surrounding ecosystem mainly focus on a QR code that leads to the brand’s platform that features recipes for the products.
The campaign was created with the aim of establishing the brand as one that inspires creativity in the kitchen, while also reinforcing its association with familiar bonds and connections.
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The campaign was launched across digital, social and OOH, alongside in-store active activations that all worked towards getting people to scan the QR code and explore and interact with the brand platform – turning all viewers into participants.
The work is BigTime Creative Shop’s debut campaign for Goody, following its appointment to the account.
CREDITS
Client: Goody
Faisal Alkheriji – Associate Marketing Director
Abdelellah Alghamdi – Senior Mega Brands & Expansion Manager
Noha Beik – Brand Manager
Agency: BigTime Creative Shop
Mohamed Sehly – CEO
Rayyan Aoun – Chief Creative Officer
Saymon Medeiros – Creative Director
Fadi Abdeen – Associate Creative Director
Mohammad Binkhudhair – Associate Creative Director
Nour Hegazy – Art Director
Mohammed Shami – Finalizer
Rabie Hassoun – Senior Business Director
Khalid Alfaisal – Account Manager
Ehab Armanious – Head of Operations
Inas Nagy – Senior Producer
Helana Jefrey – Producer
Production House: Blue Elephant
Casting Manager – Aya Alhassou
Director’s Agent – Karol Akl
Music composition – Danny Bou Maroun
