A Ramadan film that starts with the question every fasting Muslim gets asked.
- Client
- Sunnamusk
- Type
- Ramadan film
- Length
- 0:57
The brand
For Sunnamusk’s customers and its own team, Ramadan is the centre of the year.
The brand wanted a film for the month that felt as if it had been made from inside the community, with real people in it.
Most Ramadan films from brands reach for lanterns and crescent moons. They look respectful and say very little about what the month is like to live.
The idea
“Not even water?” is where most people stop. We started there.
Anyone who fasts has heard the question, usually with a look of pity. The film takes it and turns it round: “But what if I told you this is my favourite time of the year?”
What follows is a list, said by different people: the prayers, the chai, the matcha. Sunnamusk is one line in it, sitting among the rituals as something people already do.
Not even water?
- Twenty rakats versus eight.
- Chai after taraweeh.
- Matcha after taraweeh.
- Sunnamusk before taraweeh.
- From our family to yours.
The film
Many voices, with one sentence passed between them.
It opens on the street at night with the question, then moves through an office, two friends over chai and a glass of water left untouched on a desk. Each person adds a line.
It ends with the whole Sunnamusk team in the studio and a single card: from our family to yours.
“But what if I told you this is my favourite time of the year?”
