RAMADAN FIRST FAST

ASK
HOW DO YOU BUILD BRAND AFFINITY IN A CLUTTERED MARKET?
Mashreq is one of the UAE’s leading financial institutions with a growing presence across the MENA region. It builds on the optimism and ambition of the UAE, with the brand positioning ‘We Make Possible’. As custodians of the brand, M&C Saatchi were tasked with raising brand recognition and building brand affinity.

BRUTAL SIMPLICITY OF THOUGHT
Fasting is an act of humility and determination. During the Holy Month of Ramadan, we chose to show a different side of ‘Possible’ by depicting a boy’s first fast.

Client: Mashreq Bank
Office: Dubai
Year: 2015