Campaign Spotlight

Campaign Spotlight: Ooredoo presents a unique Ramadan message: The life of the internet.

DOHA, QATAR — Throughout history, humans have given birth to inventions and creations with good intent. But their impact on others and the world comes down to how people use them.

The same goes for the internet. From bad news being shared to online hate, from cyberbullying to online shaming, from fake news to trolling— the internet can be an unhappy place because of how people use it.


Now, Ramadan is a month observed around the world that encourages people to make things better, to create more positivity, to be generous and kinder to others, to be more appreciative, and to look at the world positively.

Ooredoo is a global telecommunications brand. Its brand stands for “Enjoy the internet”.

In Ramadan 2021, starting this April, Ooredoo hasn’t launched yet another promotional Ramadan campaign, or a typical Ramadan music video, or a standard goodness campaign.

Instead, in aiming to inspire and connect with the younger generation, in particular, Ooredoo has shared its message using a format that no brands have attempted to use before during Ramadan.

An animated film has been launched across the Middle East, South East Asia, and North Africa. It’s a story that’s based on the premise that the Internet is, literally, what we make it. It delves into how the internet is a reflection of society and how in many ways it’s like a child— “our child. One that we moulded and shaped in our image— for better or for worse.”

The film highlights, through subtexts, that the problem is people don’t treat the Internet with the same care that they would treat a child with. They seem far more callous and far more negligent. And it then shows the result is an Internet with a lot more issues than it would have had with a loving upbringing… a loving village.

Ending on a hopeful note, respectful to Ramadan, the film shares that luckily, in “Internet years”, the Internet is still young. There’s time to save it. And what better time to start than Ramadan?

Beyond the film, across channels during Ramadan, Ooredoo is continuing to inspire the younger generation to give the Internet a better future, by making them realize that the Internet is our collective responsibility. And in doing so, it is reminding them that the power to make it better, was up to how people use the internet.


Brand – Ooredoo
Agency – FP7 McCann Doha
Production House: Digital District Paris
Fabio Bellicanta: Senior Director – Brand & Media, Ooredoo Group
Mohamed Bourai: Consultant, Ooredoo Group
Christopher Sadana: Director – Media Agency Performance, Ooredoo Group
Lara-Lynn Schmallenberg: Senior Manager – Brand, Ooredoo Group
Huda Barakat: Consultant, Ooredoo Group
Gareth Paul: Executive Creative Director
David Schild: Creative Director
Tahaab Rais: Creative Strategy
Osama Elsayyad: Managing Director
Kyle Light: Designer
Mario Atallah: Agency Producer

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