Cadillac: Ramadan Unveiled

Tahaab Rais, Mazher Abidi

Carmaker Cadillac developed a month-long docuseries to stand out among the marketing-saturated Ramadan period in the Middle East.

Campaign details

Brand: Cadillac Brand owner: General Motors Entrant company: Saatchi & Saatchi MEIdea creation: Carat Dubai Market: Oman Sector: Automakers & marques Media channels: Social media, Search marketing, Websites & micrositesBudget: Up to 500k

Executive summary

The holy month of a Ramadan is traditionally a time of spiritual observance where Muslims take the opportunity to recalibrate and devote more time to prayer and reflection.

Over a 15-year period, a trend of brands co-opting Ramadan as a marketing moment had stemmed out from the...

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