Lipton and Horizon FCB Dubai have come together to launch a fresh new Ramadan campaign.
Together they built a narrative that captures the spirit of Ramadan and the role of Lipton tea in extending these special moments.
The film
The main star of the campaign is the film, and the main star of the film is tea.
The ad shows how a cup of Lipton changes the atmosphere at gatherings after iftar and keeps it going till suhoor the next day.
The video reveals how the iftar gathering keeps going with every dip of Lipton tea.
Friends and family keep arriving and the house comes alive with the vibrant scenes of Ramadan – from captivating TV shows to the lively clatter of baloot card games, keeping the spirit alive until the early hours of suhoor.
The film was directed by Omar Shawky and produced by the production company Good People based in Egypt.
The campaign is also supported by digital and social assets.
The insight
The campaign taps into the insight that tea can extend the evening, enhance gatherings and make them more memorable.
Horizon FCB Dubai said that their understanding of the Gen Z demographic, coupled with their extensive knowledge of Saudi culture and market, has been instrumental in crafting the campaign‘s tagline, “Wanasa Mkamela”.
The tagline was crafted to resonate with youthful audiences while honouring the traditions of Ramadan.
The agency’s approach also aimed to maintain a universal appeal, keeping all other target audiences engaged in the feeling of “togetherness” created by the tea.
The connection with Lipton was instant and the collaboration felt like a natural result of the chemistry we had with the client and the understanding we shared on the brand,” said Reham Mufleh, Managing Director at Horizon FCB Dubai.
“Our work with Lipton goes beyond advertising – it’s about creating a Never Finished space for Lipton in Ramadan.”
Credits
Lipton team
Marketing Director Lipton Tea & Infusions – North Africa Middle East: Ozge Onur
Head of Digital, Content & Performance Marketing: Carla Lazkani
Brand Manager: Haris Ali
Horizon FCB Dubai team
CEO: Mazen Jawad
Managing Director: Reham Mufleh
Executive Creative Director: Mohamed Bareche
Associate Creative Directors: Thomas Gheorghiu and Bassam Doss
Senior Art Director: Ahmed Montaser
Agency producers : Hicham Soubra, Mariam Adel Awad, Antoine Nassif
Account Director: Sarah Cartier
Head of Planning : Munther Al Sheyyab
Motion Designer: Mohamed Ibrahim
