Client: Chilis Restaurant, MENA Region
Title: Curb Your Cravings
Agency: Ogilvyaction, Ogilvy & Mather
Role: Art Director, Strategist
Location: Dubai, UAE
Dubai Lynx award winner - Silver Direct Sales Promotion
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.
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 visits.
👉 Press here to listen to the radio
