[Image credit: Hattan Ahmed]
Ramadan is a peak period for advertisers as consumer purchases increase during the month. Unsurprisingly, in addition to tactical campaigns, many brands also unveil Ramadan-specific advertising.
These ads usually focus on the spirit of Ramadan such as charity, family, togetherness, compassion, tolerance, etc.
Apple, however, focuses on the sun and moon and their role during the month.
Last year, the brand released its first-ever local campaign for the UAE based on the moon sighting around Eid.
This year, it’s focusing on the sunset. Throughout the year sunsets always make for good photo ops, but they have a special significance during Ramadan as they mark the time of iftar.
Ramadan is the time when fasting becomes feasting, and companionship of loved ones takes centre stage.
And so, Apple collaborated with local photographers from across the region including Hattan Ahmed, Alanood Mubarak, Mahra Almehairi, and Ahmad Alrais. Their sunset shots will be featured on billboards across Dubai and Abu Dhabi.
Saudi photographer Hattan Ahmed, comments on his experience saying “I very much enjoy taking sunset photography which gives me the unique opportunity to capture the variety of colors from the light of the sun as it falls closer to the horizon. What’s even more interesting is that you can get different types of shots from one session and one location.”
Emirati photographer, Ahmad Alrais, adds, “What’s beautiful and challenging about sunset photography is you can never predict what you’re going to get. Every sunset has its own distinct beauty and every location can create different effects.”