As Ramadan 2018 - the holy month of prayer, fasting, and abstinence - slowly draws to a conclusion, it's time for us to cherish the generous spirit of Ramadan and the thought-provoking stories in the form of campaigns that are brought along with it.
Below, we bring you some of the most inspiring Ramadan campaigns from local and regional brands, organizations, and charities that embody the values that the holy month represents.
Here are 4 powerful Ramadan campaigns you should see right now:
1. Babyshop (World Without Walls)
With the idea of exploring a 'World Without Walls', this Ramadan, Babyshop is sharing a message of unity during the holy month.
This powerful ad follows the life of a child making his way through an actual world without walls.
The journey starts in his room and takes him through several locations including his parents' bedroom, a luxurious Middle Eastern house, a refugee tent, a South Asian home, an old people's nursing resort, and finally, to an orphanage and beyond.
Throughout the campaign, Babyshop is encouraging people across the region to share the message of a #WorldWithoutWalls.
2. UNHCR (Projections of Hope)
This campaign, created by the office of the United Nations High Commissioner for Refugees (UNHCR ), urges people to stand together #HandInHand so that no refugee is left behind.
The film tells two stories. In the foreground, it captures the reality every refugee faces, and in the background, projections change with every scene, showing how all refugees can be given hope when the world stands united.
The aim of the campaign is to get as much support for suffering Rohingya and Syrian refugees, specifically highlighting four key stories - the flood crisis facing Rohingya refugees, critical aid and support for Rohingya orphans, support for single Syrian refugee mothers, and providing support to Syrians who are now celebrating their seventh Ramadan as refugees.
3. McDonald's (Share the spirit of Ramadan)
McDonald's 2018 Ramadan ad revolves around the theme of caring and sharing. Featuring a Muslim McDelivery driver in Singapore, the video highlights a day in his life, from waking up early and having his first meal with the family before dawn, to carrying out acts of kindness along the way during his deliveries.
On his last delivery, the customer asks if it was time for him to break his fast and offered him a "Happy Sharing Box", which the protagonist had just delivered to the house.
4. Zain (Ramadan 2018 Commercial)
This nearly four-minute advert was created by the Kuwaiti telecoms company Zain and has proved highly controversial. While some people called it an "exploitation" of the holy month of Ramadan and "the epitome of commercial opportunism", others labeled the ad "brilliant".
It features actors playing world leaders that include Donald Trump, Angela Merkel, Vladimir Putin and North Korea's Kim Jong-Un, who are shown distressing scenes of refugees around the world by a child, including Syrians and the Rohingya Muslims of Myanmar.
The final scene refers to the teenage Palestinian activist Ahed Al Tamimi, imprisoned for striking an Israel soldier, with a group marching towards the Dome of the Rock singing "our Iftar will be in Jerusalem, the capital of Palestine".