Typically during Ramadan, every car brand tries to capitalise on the festive occasion by bombarding consumers with sales. Ergo to cut through the tactical clutter, I tried to tap into the true spirit of the occasion and reinforce a prominent cultural value in the Middle Eastern region, family.

I even changed Honda’s iconic tagline - The Power of Dreams - which represents everything the brand stands for, into a more inclusive rallying line. ‘The Power of Us’.

One of very few Honda ads not centred around a product. God knows how we got away with that.
This ran in cinemas (hence the super wide format) and on phone screens all over the region.