The global hospitality company connects the nostalgic elements of Ramadan with timeless and modern traditions.
For its biggest Ramadan campaign as of yet, Hilton connects timeless traditions and modern luxury and experiences, with the wonder of childhood. Answering a deep longing for modern revival of a beloved Ramadan tradition, the hospitality company integrates the iconic riddles of Fawazeer Ramadan into its campaign.
In the 360 campaign, created in collaboration with digital-first company Monks, a quirky couple steps straight out of the 90s and navigates the luxurious modern offerings of Hilton hotels with their retro charm. They enjoy timeless and meaningful Ramadan moments together at Hilton properties, experiencing the ability to ‘press pause’ on their busy lives to be fully pampered during the holy month. Each episode wraps with a playful riddle, linking their adventures to Ramadan traditions, while simultaneously serving as a tongue in cheek cliffhanger to the next episode. The riddles link to Fawazeer Ramadan, a popular TV tradition in the Arab world during the 70s, 80s, and 90s, involving daily episodes of entertaining riddles and trivia, connecting families and friends.
Nada Nassar, Creative Director at Monks, adds: “Ramandan is about traditions that transcend time, and Fawazeer Ramandan is just that. A staple for friends and family alike, the iconic riddles are synonymous with Ramadan evenings. It’s great to integrate the old and new traditions that families are looking to make during this special time - and to play into the deep longing for modern revival.”
The Hilton Fawazeer Ramadan Campaign will run across the GCC on Hilton’s social channels within the region.
