PROJECT INFO:

The crescent is the defining symbol of Ramadan and became central to our idea. Across environments in MENA, Defender creates its own crescent, carving it into water and cutting it through sand. We wanted to keep it simple and graphic. A crescent moon formed by Defender itself.

We brought this to life over six months, delivering more than 505 assets, including 176 bespoke OOH executions across the region. Each piece was localised in English, Arabic and French to ensure it resonated authentically during this important cultural moment. The campaign is now rolling out across JLR retail markets throughout MENA.