ABOUT

Every year, Muslims donate more than £100 million to charity during Ramadan, through the act of sadaqah (voluntary giving to those who need it).

Our thought-provoking creative sought to create a sympathetic connection between potential donors fortunate enough to be able to break their fast at Iftar (evening meal) to those who had no choice but to go without.

To deliver for a global audience, our imagery had to be universal, so we featured the empty bowl and the relatable Islamic symbol of the crescent moon at dusk, when bowls are usually filled with food and shared to break the fast.

Results:
The film received hundreds of positive comments
300% return on investment for media spend
Crystal Award at Ad Stars 2021 in the Film/Diverse Insights category