This campaign's relevance to the Film category lies in its unique narrative approach and the cinematic quality of its episodes.

Each piece was crafted not just as an advertisement but as a short film that invited the audience into a contemplative narrative journey within the Cadillac LYRIQ's quiet sanctuary.

The use of iconic Arab artists added depth and authenticity, making each episode a culturally rich, cinematic experience. The campaign leveraged the film's emotional and visual storytelling power to convey its message, setting a new standard for how brands could use cinematic techniques to resonate with their audience.

Ramadan in the MENA region is a period deeply rooted in spirituality, reflection, and community bonding. Traditionally, it's a time when the pace of life slows down, allowing for introspection and connection. Yet, modern lifestyles have infused this sacred month with a flurry of activities, social obligations, and commercial hype, often overshadowing its essence, thus making it overwhelming.

Cadillac "SLOW DOWN," sought to bridge this gap by reintroducing the tranquility and mindfulness that Ramadan symbolizes. By aligning our message with these cultural nuances, we not only paid homage to the rich traditions but also offered a much-needed respite from the season's hustle, making our campaign deeply relevant and resonant across the region.

Episode 1: Calm Calling

• Guided by Nora Zeid, award-winning illustrator from Cairo

• A break from the endless chatter

In episode 1, we highlighted how our protagonist deals with exhausting social obligations, non-stop calls and invitations for gatherings during Ramadan, with composure.

Episode 2: Road Sage

• Steered by Rex Chouk, the Banksy of Saudi Arabia

• An escape from traffic troubles

In episode 2, we showcased how our protagonist calmly steers through congested streets amidst reckless drivers all heading back home at the same time to break their fast.

Episode 3: Serene Sounds

• Led by Raphaelle Macaron, Beirut born illustrator

• A diversion from advertising distractions

In our final episode, we captured how people fasting face heightened challenges in the midst of nonstop food and beverage advertisements. And how our protagonist struggles as she flips between radio stations to avoid them, until eventually she silences her hunger.

In a landscape cluttered with high-octane Ramadan campaigns, our brand faced the challenge of standing out while staying true to the spirit of the season.

In fact, 7 in 10 people say it’s the most overwhelming time of the year. (Source: Ramadan – Think With Google)

With top 3 stressors being: street traffic, aggressive advertising, social obligations.

We aimed to leverage the cultural significance of Ramadan to foster a deeper connection with our audience, not through louder messages, but through a campaign that whispered peace into the chaos.

This necessitated a campaign that was not just seen or heard, but felt, creating a sanctuary of calm in a sea of noise.

To do that, we featured our most silent car, the Cadillac LYRIQ, a state of the art EV, and our most future-ready car, that aimed to inspire serenity and peace of mind.

Our Cadillac "SLOW DOWN" campaign far exceeded expectations, achieving remarkable results during the Ramadan period.

With a reach of 21 million, the campaign captivated audiences, amassing over 35 million views and engaging 160,000 individuals directly.

Notably, it contributed to a significant increase in the time spent away from distractions, totaling 46,000 hours.

This shift not only lessened stress amongst our audience but also positioned our brand at the forefront of meaningful engagement.

By effectively reducing the noise, we not only made our own noise but also outshone the competition, showcasing the campaign's profound impact on consumer behavior, awareness, and brand perception.

With only 8% market share in the region and a budget matching that position, Cadillac had no chance of standing out during the Ramadan season, known regionally as the Super Bowl of automotive advertising.

Instead of doing what other brands did, adding to the chaos with ads…billboards, online ads..sales…buy one get one, Ramadan offers.

We took an anti-category approach tapped into an ignored truth of the season: Most people feel stressed out during a time meant to be peaceful and reflective.

Often triggered by the aggressive transactional approach of the category and their drive to out shout each other.

By doing so, our films became moments of serenity thus enabling calm amidst the chaos of Ramadan.