ETIHAD RAMADAN FRIDGE

A local act of kindness from the UAE went global thanks to Etihad Airways and the creativity of our team at Filmmaster MEA.

In recent years, hundreds of UAE residents started to place fridges full stocked with food and drinks outside their homes and businesses during the holy month of Ramadan, making sure that those with very little could still break their fast as the sun set.

Etihad took this simple yet beautiful idea and shared it with the world, delivering full fridges for the entire holy month to people who have very little in India, Indonesia and Pakistan.

In terms of social interactions, the results for the four-part series were great, but beyond those, this campaign put food and drinks into the hands, mouths and bellies of people who would otherwise have gone hungry, and that made it a perfect project.

An Etihad Ramadan Fridge was sent to the Faizan E Nooriya Orphanage on the outskirts of northern Mumbai in India. Home to 35 children, and providing an education to a further 50 children from the surrounding area.

A second Etihad Ramadan Fridge was delivered to the village of Pondok Terong in Indonesia, one of countries more underprivileged areas.

A third Etihad Ramadan Fridge was delivered to the neighbourhood of Korangi in Pakistan, which is home to hundreds of hardworking families.

Client: Etihad Airways

Title: Etihad Ramadan Fridge

Platforms: Social Media (YouTube)

Roles: Scriptwriter, Copywriter, Post Production Supervision