Cadillac — Slow Down

Ramadan is traditionally associated with peace and self-reflection.
However, 7 in 10 people find it overwhelming, due to traffic, social obligations and excessive advertising. Instead of adding to the noise of the season, like most brands do, what if we could help people escape it?
In partnership with three iconic Arab artists, we launched an illustrated series that helped viewers embrace the calm of Ramadan and escape the noise. Created with binaural beats, each episode featured Cadillac's most silent vehicle, and tackled the factors that overwhelm people during the holy month.