Almosafer takes the spirit of Ramadan from Middle East to the world

Almosafer Ramadan campaign shows how travel unites people as a child takes the spirit of Ramadan to a place that hasn’t experienced the festival

Almosafer Ramadan campaign says Ramadan Mubarak to the world with a new film to celebrate how travel unites people and cultures as a child takes the spirit of Ramadan to a place that hasn’t experienced the festival.

The world today is more divided than it has ever been. Even in Ramadan, a time of year that encourages empathy, generosity, compassion and opening doors, people in the Middle East as well as around the world haven’t seized to put down their divides. It often remains a world of “us” vs “them”.

Almosafer, an omni-channel travel brand from Saudi Arabia, is sending a message during Ramadan – a message carrying the values and the true spirit of Ramadan from the Middle East to the world, through the eyes of a child.

The film starts with the child planning her journey to meet someone very specific, setting off post Iftar (the breaking of the fast) at night, starting her Suhour (the opening of the fast pre-dawn) with a meal and dates on a flight, travelling across continents and finally, reaching her destination in a surprising reveal.

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With travel known to broaden horizons and open minds, the film, released on YouTube, and across prime television (across the MBC network in the Middle East) and Almosafer's social media channels, is created to inspire people to spread the Ramadan values of peace, inclusivity and giving, wherever they go and with whomever they meet.

Ramadan content in the Middle East tends to focus on the region itself. Through its content this year, Almosafer attempts to break precedence among Middle Eastern brands. The launch film shows the child bringing the magic and beauty of Ramadan to the world, just like Christmas ads do for brands during Christmas.