During Ramadan, traditions come alive. Reuniting with your nearest and dearest, spending time together, breaking fast as one. But some traditions slip into the past… Unless we catch them just in time.
The Misaharaty is one of the oldest, most deep-rooted traditions of Ramadan. El Misaharaty is the name given to a person who walks and beats a drum in residential areas to wake people up for Suhur. This duty is fading into the past – now in most cases replaced by an alarm clock.
This Ramadan, Peugeot wanted to remind people about the value of time through a touching story about how a simple gesture and a modern twist on an old tradition can turn time around, slow it down, and bring people together.
Credits
Ramadan Work from Science & Sunshine
Brand: Peugeot Middle East
Advert title: El Misaharaty
Advertising Agency: Science & Sunshine
Creatives: Wael Baytamouni / Katrina Patrenko
Suits: Myriam Ghazal / Bilal Saab
Clients: Alpha Ba, Head of European Brands, Stellantis Middle East / Lara Ayoub Agha, Head of Social Media & Content Production, Stellantis Middle East / Marko Radzic, Head of Group Marketing, Stellantis Middle East / Melhem Najem, Chief Marketing Officer, Stellantis Middle East
Director: Rashad Al-Safar
DOP: Gino Palmes
Production House: Sensa productions
Executive Producer: Rashad Al-Safar
Producer: Dalal AlAlawi
