By Maian Alken, associate creative director, TBWA\RAAD
When it comes to advertising during Ramadan, also known as the Middle East’s Super Bowl, it’s sometimes easier to choose the safe, comforting, and tame haven that is the surface. After all, what’s not to like about delicious cheese sambousas en masse? Lanterns and crescents galore? Singing children as far as the ear can hear?
It’s a place that makes you smile, makes you feel good and makes you feel safe. It’s also the culprit behind those dreaded jingle earworms. But as any experienced creative with bags under their eyes and awards under their belt will
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