Zain and the art of values-based branding in Ramadan – Photobook Photography Article

The Kuwait-based telco Zain has led the way on integrating societal messages into its Ramadan advertising campaigns. When will other firms follow suit? I’ve often talked about the importance of telling a story through values, be it in advertising or through narrative-building. And yet, it still surprises me how few brands in the Middle East are looking to move beyond simple product marketing to embrace a bigger cause. Think of your Nikes, your Ikeas and all of those FMCG firms…

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SUSIE of ARABIA: Saudi Ramadan Scenes – Photobook Photography Article

The month of Ramadan is in full swing. It began May 26 and will end June 24 this year. Ramadan is the month of the year when Muslims abstain from food, drink, and impure thoughts during the daylight hours. It is a time of reflection, self-discipline, and devotion, generosity of spirit, and for family and friends to get together. As soon as the sun goes down each day during Ramadan, the fasting period ends and Muslims are permitted to eat…

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