The Brief:

There was no brief just an overlooked truth:
During Ramadan, fasting for 12+ hours is tough, and seeing food ads everywhere is frustrating even in Muslim-majority cities like Dubai.

The Idea:

To promote Chili’s during Ramadan without showing food, I created Curb Your Cravings a 27-page bilingual (Arabic/English) puzzle book. Each page featured a fun challenge based on a Chili’s menu item distracting hungry minds while subtly promoting the brand.

Distributed across Chili’s restaurants in the Gulf, it turned waiting time into play time and created a culturally relevant brand moment.

Results:

Idea pitched by the ECD and approved immediately by the client.

50,000 copies produced and distributed across the Gulf.

Won OgilvyAction Dubai its first creative award - Dubai Lynx Award - Silver.

My first award less than a year into the agency.

A complementary radio campaign helped launch the idea, driving awareness and in-store.