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Cadillac Middle East has launched a unique campaign for Ramadan titled 'Ramadan Cruises’, which aims to showcase the tranquillity and serenity that defines the holy month.
The campaign, which is developed by Saatchi & Saatchi Dubai, cleverly connects these qualities with Cadillac’s first electric vehicle, the all-new LYRIQ, highlighting its ability to offer passengers comfortable and peaceful rides amidst the bustling streets of the GCC.
The campaign showcases three of the most talented Arab artists - Nora Zeid, Rex Chouk, and Raphaelle Macaron, who have come together to create a series of stunning artworks. The campaign unfolds throughout a 3-part video series, that beautifully portrays the wonderful and yet busy time of Ramadan.
The first episode is brought by Nora Zeid, a visual artist from Egypt who is currently based in Dubai. Her signature style has become known from her detailed black and white urban depictions of her native Cairo. The animation shows how endless conversations are best enjoyed in endless comfort.
In the 2nd episode illustrated by Rex Chouk, a Cadillac driver goes cruising in endless comfort through endless traffic.
The 3rd episode is illustrated by a Lebanese artist that needs no introduction, the talented Raphaelle Macaron, who have gained worldwide recognition for works for the likes of Gucci and The New York Times, New Yorker, AIGA, among many others.
It is a story about tuning out comfortably the endless cravings ones get during Ramadan and this last episode works as a perfect ending to this campaign.
“It’s not often that i get animation commissions but it’s always so magical to see my drawings move," wrote Macaron on her Instagram page where she shared some stills from the campaign.
Nora Zeid's black and white illustrations of urban landscapes, Rex Chouk's candy-coloured art pieces inspired by Saudi touchpoints, and Raphaelle Macaron's comic-book-style illustrations are all part of this unexpected yet mesmerising campaign.
“We always push the boundaries and look for innovative ways to engage with our audiences,” says Akshaya Sikand, Head of Marketing at Cadillac Middle East. “This campaign embodies this philosophy – captivating viewers with beautiful visuals, relevant local insights, and opens up new opportunities for collaborating with local and regional talents. We’re dedicated to establishing meaningful connections with our audience in the Middle East.”
The title "Ramadan Cruises" evokes the brand's DNA of comfort and calm, while the campaign's message "Experience a serene journey" captures the essence of Ramadan - a time of introspection and inner peace. With LYRIQ being the first-ever electric vehicle for Cadillac, the campaigns aims to promote the experience that enables the car’s drivers to find comfort and peace amidst the noise of everyday life.
Commenting on the campaign, Sebastien Boutebel, Chief Creative Officer at Saatchi & Saatchi Dubai said, “As a brand that embodies the luxury cruising space, the serenity of Ramadan was the perfect opportunity to flex our creative muscles, the illustrations are inspiring, surreal, and serene, and reflect the brand values and the season through an untapped creative device.”
The series has so far garnered over 3.6 million views across Instagram and TikTok, and gained a great deal of interest with over 160K reactions, and nearly 500 comments observed at the time of writing this article.
