Red Bull Mobile’s “Unusual as Usual Ramadan” campaign in Saudi Arabia took on a different approach to engage with local audiences during the holy month of Ramadan.
The campaign, developed in collaboration with Quill, aimed to diverge from traditional themes of family and motherhood by focusing on “individual strength and uniqueness”.
A outlier among usual Ramadan campaigns, Unusual as Usual, however, leaned right into the energy drink’s brand values of excitement and thrills.
The brand also aimed to highlight the changing cultural landscape of the Kingdom.
Saudi Focus: Read more insights, opinions, and work from the Kingdom
It partnered with Saudi athlete Dania A
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