Producer
Ramadan moves fast in a strange way. The day feels long while you’re fasting, and suddenly iftar is close, the table needs to be ready, people are coming over, and dessert becomes one more thing you wish you had the energy to make.
That’s where McVitie’s showed up.
The idea was to position McVitie’s as the easy enabler of homemade desserts.
Not complicated, not intimidating, not the kind of recipe that needs a full afternoon and a perfect kitchen.
Just simple ingredients, familiar products, and quick ideas that help people bring something sweet to the table without the pressure.
Not complicated, not intimidating, not the kind of recipe that needs a full afternoon and a perfect kitchen.
Just simple ingredients, familiar products, and quick ideas that help people bring something sweet to the table without the pressure.
Because Ramadan is built around togetherness and showing up for each other, sometimes, showing up can be as simple as making a dessert that feels thoughtful, even when the day has taken everything out of you.
We created a hero film that introduced McVitie’s as your Ramadan companion. There for those last-minute cravings, family gatherings, and post-iftar sweet moments.
The film showcased a spread of mouth-watering desserts made from McVitie’s wide range of products, turning everyday biscuits into easy, generous, Ramadan-ready recipes.
The film showcased a spread of mouth-watering desserts made from McVitie’s wide range of products, turning everyday biscuits into easy, generous, Ramadan-ready recipes.
The campaign made the brand feel useful, warm, and present during the holy month, not just as a snack, but as a shortcut to creating something people can gather around.
CREDITS
Client: Pladis
Agency: TBWA\RAAD
Producer: Mohab Essam
DOP, Director: Ahmed Abou El Nour
Social Media Manager: Grace Bou Nehme
Client: Pladis
Agency: TBWA\RAAD
Producer: Mohab Essam
DOP, Director: Ahmed Abou El Nour
Social Media Manager: Grace Bou Nehme
