Defender Ramadan
Overview
Our 2026 Ramadan Defender Campaign started off with a multi-generational idea across multiple rugged landscapes. It was close to getting the green light when budget brakes were unceremoniously pulled. The new request – something scaleable in a ‘now’ truncated turnaround time.
The Brief: Reflect the brand’s sensitivity and appreciation of the cultural and religious significance of Ramadan (but also make a poster… a bold, epic poster that shouted capability).
The challenge: Find an angle that hadn’t yet been explored… and so that’s exactly what we did!
The Result: A bold, scalable birds eye view across 176 bespoke OOH sites, 505 localised assets (English, Arabic and French), CX and social. The Ramadan Crescent Moon created by our Defender – an epic metaphor of faith, determination and transformation rolled out across the MENA region.
Showcased over 176 OOH sites across the MENA region during Ramadan
blending realism with a touch of magic.
Initial Midjourney prompts… the input defines the output and I’m definitely still learning
…and how they were brought to life in Photoshop.
Timing is everything when you’re working to social media caps. A huge shoutout to our production partners Ewanme.
In closing
Art Director on UKIA Creative Team.
Creative Director: Pete Sanna
Creative Team Partners: Dom Irwin, Emily Blaney, Stacey-Lee Swart
Production: Elizabeth Newton, Leah Cory
Strat and Client Service: Pierre-Henry Briec, Sheena Vegad
Project Management: Kamran Haider
VFX: Ewanme
The final output was both believable and magical which kept the ‘#ButScience’ part of my brain happy.
A huge shout out to the VFX team for helping the idea come alive.