Ramadan 2025 Campaign
An integrated TV, OOH, and social campaign that reached 8M Iraqis.
The challenge
Every brand in the region wants to win Ramadan. The shelves are crowded and the emotional bar is high. Our client needed a campaign that felt warm and locally specific — not a translated global brief.
The approach
We built the campaign around a single, deeply Iraqi insight about Ramadan tables and the small kindnesses that make them work. One hero film, six city-specific OOH executions, and a social cut for every audience segment we could legitimately distinguish.
The outcome
Eight million Iraqis reached across channels. Four-times return on ad spend by week three. Engagement up 210% versus the brand's previous Ramadan. The hero film is still being shared a year later.
They returned with a sharper brief than the one we gave them, and the numbers spoke for themselves.
More work
Baghdad Design Week
Curated and produced the inaugural design week — 12 venues, 40 designers, 20k visitors.
Tasaheel Rebrand
Full visual and verbal rebrand of one of Iraq's largest microfinance institutions.
Iraq Startup Summit
A two-day conference convening 60+ founders, investors, and policymakers in Baghdad.
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