BMW Middle East’S #30DaysOfJoy, signed by ServicePlan Group

Ads, Advertising

Ramadan is the most valuable time of the year for every Muslim. It’s the time of being humble and kind. It’s also the busiest time for everyone who works in the Middle Eastern advertising industry, as every brand beckons its customers with special deals in the so-called ‘Month of Generosity’. This campaign cuts through the clutter of Ramadan offers, by staying true to the BMW brand’s core values.

The BMW brand is focused on the sheer pleasure of driving, so the #30daysofjoy campaign communicates the unique assets of the cars: high-tech innovation and luxurious yet sporty performance.

Serviceplan Group Middle East created four hero videos, opening with dynamic driving shots to highlight performance and features.But it’s not just a car for people who love to drive – it’s much more than that.  A BMW reflects the driver’s identity and personality too. So, when it’s the time of the year to focus more on togetherness and family, your BMW will be with you, a vital part of your family. Therefore, this Ramadan is not just about driving, but about driving home to enjoy family time and moments of togetherness.

Each film is complemented with a still product photo shot for additional online, offline and out of home communication. In addition to the main campaign Serviceplan Group Middle East created a special website, which celebrates the Month of Generosity and BMW driving pleasure every day of Ramadan. It was designed to entertain users during the day and surprise them with exclusive BMW gifts and prizes.

The film vignettes (1, 2, 3, 4) were shot in the UAE. A production team from Neverest joined the leading creative team from Serviceplan Group Middle East.


Director Marc Hartmann

Executive Producer Anett Grünbeck

Executive Creative Director Moe Jawhar

Creative Director / English Copy Kazuko Yokoe

Strategy Director Frances Bonifacio

Arabic Copywriter Khalil Haddad

Account Director Ona Linda Johnson

Serviceplan Group Middle East is the Dubai-based MENA hub of the Serviceplan Group, Europe´s largest and most diversified owner-managed and partner-managed independent agency group. Situated in Dubai Design District, our ‘Haus der Kommunikation’ combines all manner of communication disciplines under one roof, and unites the agency brands Serviceplan, Plan.Net, Mediaplus Espresso, and Serviceplan Experience. Our philosophy of ‘Building Best Brands’ is best exemplified by Serviceplan’s proficiency in strategic and creative communications consulting, Plan.Net’s expertise in digital solutions, Mediaplus Espresso’s brand individual media offering, and Serviceplan Experience’s competence in physical brand engagement and storytelling. As a full service integrated agency with interdisciplinary teams of strategy, creative, technology and media experts, Serviceplan Group Middle East manages a portfolio of international brands in the MENA region, including BMW Group Middle East, Danone Nutricia, Nespresso MEA, Man Truck & Bus Middle East, DMK Group Middle East, and Yum Yum Tree Food Corporation, among others.