Agency: C2 COMMS, UAE | Role: Senior Art Director
Maserati 2017 Ramadan Campaign
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The Maserati trident is a symbol of strength and vigour; a true representation of Maserati across the globe and a perfect platform to build an iconic Ramadan campaign. Our approach combines two paths into one: Italian Heritage and Islamic Tradition because it’s not just Ramadan... it’s a Maserati Ramadan.
For over 100 years, Maserati has always been about doing things its own way... A certain Maserati way that soon became its identity, its culture. An identity shaped by craftsmanship, performance and design. In other words... Maserati has forged, fostered and forwarded traditions over the years. Tradition is in its DNA. And what better way to honor the Ramadan tradition than a Maserati tradition.
Campaign platform: Maserati. Traditions honoured.
Full Moon Drive Event
Top prospects were invited to join us at a designated location for Iftar. At the location, each guest was handed the keys to a Maserati car and asked to follow us on a beautiful full-moon drive towards the outskirts of the city. The convoy of Maserati cars set course towards the venue, where our guests indulged in a menu of Italian and Arabian fusion cuisine. There were also a series of telescopes to revel in the tradition of moon-sighting, alongside traditional live performances of Italian and Arabian fusion music. As a memorable souvenir, each guest was gifted a traditional telescope.
Honouring the Tradition of Local Crafts
In keeping with the campaign theme of ‘Honouring Traditions’, we sourced locally-created collectible items. The bookmark and bookend were built on the common tradition across the region - the Arabic language and the calligraphic art.
