ShareTheMeal - the mobile fundraising app from The United Nations World Food Programme (UNWFP) - has launched a digital campaign to engage Muslim audiences during the month of Ramadan.
The religious month of Ramadan is a time of fasting, prayer, reflection and community for the Muslim faith that is marked by 1.6 billion around the world.
ShareTheMeal is an app devised by the UNWFP to encourage people to donate meals digitally, inviting them to 'share a meal' with a child in need. So far, 37 million meals have been donated via the app, and donors can feed a child for a day with just 35p.
#TheFastLife campaign, devised by Ogilvy, targets a Muslim audience this Ramadan, as the tradition of charitable donations is key to this religious period.
To live the 'fast life' means different thing to different people. To many, it means living for short-term excitement - a life all about money, cars and showing off.
The #TheFastLife film comically subverts this general understanding, giving it new meaning. While a glitzy overlay leads the viewer to assume the ad is all about the 'fast life' - it is, in fact, all about the real 'fast' life during Ramadan.
Luce Wahid - the central Muslim protagonist - is an aspiring social media influencer, vlogging about his 'fast life' during Ramadan.
Throughout the film, he is seen showing-off and sharing his 'flamboyant' lifestyle. Waking at 2.30am, he is seen with a handheld camera light to take the perfect picture of his breakfast, as during Ramadan - "the early bird catches the likes."
Shades on, he coolly enters his office telling the viewer "the thing is people want to know all about me" - before his fellow workmates each turn around asking questions about what he can and can't drink and eat while fasting.
At the end of the film, it becomes clear that he isn't sharing his life with social media, but is making the most of Ramadan's blessings by using the ShareTheMeal app.
The funny insights into the Ramadan tradition intend to resonate with its socially savvy target audience.
The social campaign will roll out across a range of channels, with influencers also taking part.
Agency: Ogilvy UK
Shelina Janmohamed, Vice President, Islamic Marketing
Jordie Wildin, Account Manager
Shish Patel - Executive Creative Director
Josh Proctor - Art Director / Copywriter
Edward Tweddle - Art Director / Copywriter
Mark Callender, Junior Strategist
James Brook-Partridge, Head of Moving Image