In a landscape cluttered with high-octane Ramadan campaigns, our brand faced the challenge of standing out while staying true to the spirit of the season.

In fact, 7 in 10 people say it’s the most overwhelming time of the year. (Source: Ramadan – Think With Google)

With top 3 stressors being: street traffic, aggressive advertising, social obligations.

We aimed to leverage the cultural significance of Ramadan to foster a deeper connection with our audience, not through louder messages, but through a campaign that whispered peace into the chaos.

This necessitated a campaign that was not just seen or heard, but felt, creating a sanctuary of calm in a sea of noise.

To do that, we featured our most silent car, the Cadillac LYRIQ, a state of the art EV, and our most future-ready car, that aimed to inspire serenity and peace of mind.

The creative core of the "SLOW DOWN" campaign was to use the quietness of the latest Cadillac electric vehicle as a metaphorical and physical sanctuary from the Ramadan rush, leading viewers on a serene journey within the confines of a vehicle, thus enabling calm amidst the chaos of Ramadan.

Through a trilogy of artistically illustrated episodes, we invited our audience on a contemplative voyage, to escape the things that make Ramadan overwhelming – social obligations, excessive advertising and traffic. By producing a series of illustrated episodes, each narrated by iconic Arab artists, we offered viewers a unique journey into tranquility, encouraging them to find peace and self-reflection amidst the season's noise.

Targeting people from the MENA region seeking peace and tranquility, our strategy was to cut through the digital clutter with a message of serenity. We recognized that our audience sought refuge from the Ramadan rush by offering them moments of peace that are increasingly rare.

Our mobile-first approach strategically placed our campaign in the palms of their hands, offering a gateway to tranquility amidst the relentless chaos of Ramadan. This strategy was not just about reaching an audience; it was about touching their hearts, reminding them of the forgotten art of pausing, thereby positioning our brand as a facilitator of peaceful escapes.

Each episode placed viewers in the futuristic interiors of the Cadillac LYRIQ, inspiring serenity, quietness, and reflection.

The "SLOW DOWN" campaign was strategically launched to coincide with the onset of Ramadan. We released three episodes, insightfully capturing the most overwhelming and chaotic moments of the season, and how our protagonists calmly navigated them.

In episode 1, we highlighted how our protagonist deals with exhausting social obligations, non-stop calls and invitations for gatherings during Ramadan, with composure.

In episode 2, we showcased how our protagonist calmly steers through congested streets amidst reckless drivers all heading back home at the same time to break their fast.

In our final episode, we captured how people fasting face heightened challenges in the midst of nonstop food and beverage advertisements. And how our protagonist struggles as she flips between radio stations to avoid them, until eventually she silences her hunger.

The campaign far exceeded expectations, achieving remarkable results during the Ramadan period.

With a reach of 21 million, the campaign captivated audiences, amassing over 35 million views and engaging 160,000 individuals directly.

Notably, it contributed to a significant increase in the time spent away from distractions, totaling 46,000 hours.

This shift not only lessened stress amongst our audience but also positioned our brand at the forefront of meaningful engagement.

By effectively reducing the noise, we not only made our own mark but also outshone the competition, showcasing the campaign's profound impact on consumer behavior, awareness, and brand perception.