A New Voice for a Vital Mission

Client: The United Nations
Project: Global Ramadan Campaign for its Relief and Works Agency

The Brief

We partnered with the United Nations to create the first-ever bespoke advertising campaign for its Relief and Works Agency (UNRWA). For decades, the agency has been a lifeline for Palestine refugees, but in an era of information overload, their vital message was struggling to cut through the noise.

The challenge was to move beyond traditional PR and craft a powerful, cinematic narrative that would forge a genuine emotional connection with a global audience during the most meaningful time of the year, Ramadan.

Our Approach: Authenticity as a Foundation

To create something truly impactful, we knew that authenticity had to be the foundation. The strategic heart of this campaign was location.

We chose Istanbul as our production hub. A city with a profound connection to Middle Eastern culture, a rich filmmaking heritage, and a world-class advertising industry, it was the only place we could craft a campaign that felt both authentic to its core and cinematically grand in its execution. Our approach was to build a team that understood not just the craft, but the culture.

The Work: Crafting a Landmark Moment

We delivered an end-to-end production, meticulously managing every detail to honour the spirit of the campaign.

• Cultural Nuance: The creative was built around the powerful concept of Thabat (ثبات), a word that embodies the quiet resilience, steadfastness, and deep-rooted perseverance of the Palestinian people. To translate this profound concept to the screen with integrity, every decision was rooted in authenticity. We assembled a team led by a Lebanese director with a career intertwined with telling the stories of Palestinian people, and to ensure the narrative resonated with truth and respect, every actor cast was of Palestinian origin.

• Cinematic Quality: We leveraged Istanbul's top-tier crews and facilities to achieve a visual standard that elevated the campaign beyond a typical charity advert into a piece of compelling film.

• Integrated Post-Production: Our seamless workflow ensured the vision captured on set was refined and amplified through a meticulous editing, colour, and design process.

The result was a film that is both deeply authentic and a powerful reflection of the resilience of the communities the agency serves.

The Impact

The campaign successfully amplified the agency’s message to a global audience, creating an emotional connection that transcended borders and inspired over 50,000 individual donors during the critical Ramadan period alone.

It also proved something we believe in passionately: that for productions demanding soul, scale, and world-class execution, Istanbul isn't just an option - it's one of the most powerful production hubs in the world.