My gosh, the world needs more campaigns that take on religious hate like this. Not with censure or blame but with “heart”. Aramex, the leading global provider of logistics and transportation solutions, has unveiled an uplifting Ramadan campaign, Share the Light, inspiring communities to embrace the meaning of Islam’s Holy Month. With a message that transcends cultures and borders, the campaign has already struck a deep emotional chord, racking up more than 10 million views across Aramex’s social media platforms in the first 5 days.
At the core of the campaign is the light-hearted short film, Between Two Alleys, a beautifully crafted story by director, Shahir Sirry, and production company, Cinegate, that captures the essence of the Holy Month. Set in a timeless Middle Eastern city, the video follows two elderly neighbours, each preparing to welcome Ramadan by stringing up festive lights in their adjoining alleys. However, from the first seconds a rivalry becomes clear and starts building up. As the lights intertwine, so do their stories. The two men compete over who does a better job in decorating their respective alleys. As the competition reaches its climax, the two realise that what they both worked towards the same goal – a beautifully decorated neighbourhood, that benefits the entire community. It is then gently revealed that they belong to different faiths, yet celebrate the shared traditions of the season together.
The campaign underscores Aramex’s belief that the Holy Month is a time for bridging differences, fostering togetherness, and illuminating the world with acts of goodwill. The whimsical, yet heartwarming, campaign was conceived in-house by Aramex’s creative team.
Mike Rich, Group CMO at Aramex, stated, “Ramadan carries a message that transcends borders; a message of peace, reassurance, and hope. At Aramex, our purpose goes beyond logistics; we are committed to ‘Delivering Good’ and strengthening the communities we serve. The overwhelming response to ‘Share the Light’ reaffirms the power of simple, meaningful gestures in bringing people together. We are delighted that once again our attempt to bring people together during a special time of the year has been warmly embraced by the communities we serve.”
Shahir Sirry, global creative director at Aramex, who directed the campaign film,added, “Every day, Aramex connects hundreds of thousands of people across the globe, bringing them closer through its delivery services. With this Ramadan campaign, we wanted to inspire people to bridge what can feel like a million-mile distance of cultural and religious differences — even when they live just down the street from each other.”
The campaign is running on YouTube, Instagram, LinkedIn, Facebook, and X.
Credits:
Client & Creative: Aramex
Chief Marketing Officer: Mike Rich
Global Creative Director: Shahir Sirry
Concept & Script: Ibrahim Alkhawaldeh, Thando Solundwana, Rizek Freiji, Shahir Sirry
Copywriters: Omar Arafa, Thando Solundwana
Art Director: Ibrahim Alkhawaldeh
Graphic Designers: Abdulbari Solomon, Yousef Eid
Multimedia Designer: Mykyta Cherkasov, Dylan Matthews
Global Marketing Director: Daniel Nuss
Regional Marketing Senior Executive: Megan Coutinho
Marketing Team Egypt: Mohammed Khaled, NourAldeen Zayed
Content Marketing Specialist: Trinisha Vandeyar
Paid Media Manager: Adrian Tyler
Production Company: CineGate
Director: Shahir Sirry
Executive Producer: Omar Sami
Producer: Ahmed Mazhar
Director of Photography: Daniel Trapp
Editor: David Zavadescu @Coldcutz
Colourist: Dan Mitre @DMM
Music Composer and Sound Design: Hussein Sami
Trinity Operator: Mohamed Ezz El-Arab
Drone Operator: Islam Shana, Mahmoud AlSaeedy
1st Assistant Director: Amjad Al-Mal
Production Manager: Mahmoud Sokar
Costume Designer & Styling: Shaimaa Ahmed
Casting: Ahmed Weta, Ahmed Mohy, Hamdy Abo ElYussr @ Challenge Casting
Head of Production: Tawfik Omran
