du: Digital Fasting

Raed Bou Hamdan, Nivritti Ashok, Humaida Al Khalsan, Mahmoud Jaber et al.

Taking an unexpected route, UAE telecom company du encouraged people to fast from technology during Ramadan.

Campaign details

Brand: duBrand owner: Emirates Integrated Telecommunication CompanyLead agency: Starcom DubaiContributing agencies: Leo Burnett, MSLCountry: United Arab EmiratesIndustries: Telephone & internet servicesMedia channels: Online video, Radio, Social media, TelevisionBudget: Up to 500k

Executive Summary

Ramadan is the Super Bowl of the ad industry in the Middle East, thirty days in a row. During this month of fasting, consumers are overwhelmed by offers across online and offline channels, be it food, telecommunications, or fashion.

At a time when the social and digital spheres are extremely cluttered...

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