ABOUT

We reimagined a cherished cultural tradition by turning Eidiya into a mobile-first game experience. The concept brought together the nostalgia of giving and receiving Eidiya with the dynamics of modern digital behavior - surprise, sharing, and a little playful competition.

Our creative approach leaned into regional rituals and everyday Eid moments, then subverted them through a humorous, cinematic lens. The idea was to show how even the most traditional settings could be disrupted by the thrill of the game - all made possible through the e& money app.

From the narrative structure to the tone of voice, the campaign was built to feel relatable, fresh, and inherently shareable - making a centuries-old practice feel brand new.