Penny Appeal Canada

Re-imagining narratives about Ramadan

Advertising Art Direction
Video Production
Social Campaign

We created a campaign that challenges perceived notions of Canadian Muslims celebrate the holy month.

For Muslims around the world, Ramadan is a time of fasting and abnegation, its practice being one of the five pillars of Islam. Its purpose is to gain empathy with the less fortunate who suffer hunger and thirst, year long.

But it's also a time of giving, a good time to take care of Zakat, the almsgiving that's yet another pillar of Islam. Muslim charities all vie for the flood of donations that are made during the holy month.

Penny Appeal Canada is a young offshoot charity trying to establish itself in the Canadian market. Established charities tend to focus exclusively on their impact on the field, an ultimately undifferentiated perspective. There was an opportunity to do things differently.

The two phases of the campaign are combined in a 60 second anthem summarizing the impact of Muslims who donate during Ramadan.

To set it apart, and to help it engage a new generation of Canadians, we conceived of a campaign that would first focus on how, and why, Canadian Muslims practice Ramadan. Setting an intimate tone, a series of teasers served as the backbone of a social media campaign ahead of Ramadan.

The next phase, featuring the work Penny Appeal Canada does at home and abroad, is linked with the former through a dynamic graphic language of illustrations, which are embedded throughout.

Thirst-Relief
Emergency-Response
Long-Term-Development
Zakat
Orphan-Kind
Calendar
Feed-Our-World
Hidden-Labour
Extra-Effort
Coach-Support
Connection-to-Allah
Ramadan

The graphic language of illustrations combine depictions of the stories featured in the campaign, as well as Penny Appeal Canada’s programs

Agency: Creative Business Company
Strategy, Account: Faisal Siddiqui
Creative Director: David Jalbert-Gagnier
Design: Turlough Fortune
Illustrations: William Luz
Director Matt Barnett
Editor: Peter John Schnobb
Production, Color: Mark Delottinville

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Doctor
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Stills from the stories element of the campaign

© 2021, David Jalbert-Gagnier