As people continue to navigate the challenges of the Covid-19 pandemic, many still remain separated from their families and friends. Nakheel Malls, the retail arm of Nakheel, saw that the distance was impacting residents in the UAE especially hard during the Holy month of Ramadan.
Iftars that are normally held with family and friends were not there anymore and the overall community spirit of what makes this month special was sorely missed.
Nakheel Malls, worked alongside its creative agency, Momentum, to revive some of the most treasured moments for Omar, a UAE expat who has been yearning for a home-cooked iftar meal with his family in Lebanon after being away for a long time.
Working with an interior designer and Omar’s family, Nakheel Malls replicated the dining room from his home in Lebanon and assembled a nostalgic table that emulated the family spirit Omar was longing for.
From selecting key furniture items at Ibn Battuta and Nakheel Mall, working with a chef from Kazizo, The Pointe to recreate his mom’s recipe to finding the perfect villa in Nad Al Sheba Pavilion, Nakheel Malls leveraged all its key assets to bring this campaign to life.
Commenting on the creative strategy behind this campaign, Shahbaz Zobiari, senior creative director from Momentum said:” “Ramadan is all about families and get-togethers but in these special times, this is a distance dream for many expats in the UAE. We wanted to change this for at least one individual. We re-created a home-away-from-home Iftar experience for Omar with a wide array of Nakheel assets. An experience that will be forever etched in his memory.”
Garnering almost half a million views across all the featured channels, the video continues to gain popularity as residents are resonating with its relatability and are connecting with topics around family, Ramadan and being away from home.
Creative Credits
Initiative Media
Ali Berjawi – Business Director
Safwat Abdulkhalek – Media Manager
Nancy Khattab – Senior Media Planner
Momentum
Muhammad Ali – Sr. Creative Director
Shahbaz Khan Zobairi – Sr. Creative Director
Vishal Munyal – Associate Creative Director
Jad Elchamaa – Sr. Art Director
Sameer Islam – Strategic Planning Manager
Rim Hassan – Sr. Account Manager
Kasra Namazi – Sr. Account Executive
