By Shahir Sirry, Global Creative Director at Aramex

Before conceptualizing this year’s story, we knew we wanted to follow last year’s campaign with something cheerful and lighthearted. Although our previous year’s Ramadan campaign centered around the situation in Gaza – a reality that, sadly, remains unresolved – we felt it was time to spread some positivity. But not just for the sake of feel-good advertising. We wanted to use this opportunity to deliver a message of hope and unity at a time when division feels louder than ever.

We chose one of Cairo’s historic quarters as the backdrop for our story and crafted a playful yet meaningful duel between two neighbors, each determined to outshine the other in decorating their alley for Ramadan. Strings of lanterns, bursts of light, and an escalating rivalry filled their tiny streets – until they stepped back and saw the bigger picture. Their combined efforts had illuminated the entire neighborhood, a gift to their community. Then, with one simple detail, the heart of the story was revealed: as one of the men set down an Aramex parcel, a depiction of Mary and Jesus was seen on the wall of his shop, revealing his Christian faith. His participation wasn’t about competition – it was about contribution. A quiet yet powerful reminder that the traditions of Ramadan are not bound by religion, but by the spirit of togetherness.

To enhance the humor and rhythm of the duel, we took inspiration from the Spaghetti Westerns of the 1960s, films that knew how to turn a simple face-off into something epic. The music, the pacing, and the exaggerated intensity all played into this cinematic language, making the story both visually striking and emotionally resonant.

I believe ads need to make the audience feel something or make them think. We should either tell meaningful stories, stories that stay with people, that spark thought, or tickle our emotions. There is nothing more regrettable than content that exists in an artificial vacuum- glossy, generic, and ultimately forgettable. Playing it safe is actually the safest way to be erased from the audience’s memory and from pop culture itself. And not standing for anything? That’s not just playing it safe, that’s playing in a stadium without spotlights, spectators or even an opponent.

At Aramex, we believe that our brand has the power – and the responsibility – to do more than just sell. We can connect. We can inspire. And sometimes, we can deliver more than just parcels; we can deliver light.