Ramadan Meetups Campaign
Category
Campaign · Community . Agency
/
Year
/
Campaign management and execution for The Station's Ramadan business meetup series, built around a single Iraqi Arabic line that re-framed networking as something sweet.
Role: Account Manager (Crazy Town Agency)
Client: The Station Foundation
Ramadan in Iraq slows everything down, except the part of business that won't stop. The Station ran a meetup series during the month and needed a campaign that didn't sound like another professional event, but like something Ramadan-shaped: warmer, more communal, with the right kind of sweetness.
I anchored the campaign on one Iraqi Arabic line: 'تحلية البزنس', literally sweetening the business. 'تحلية' is the Ramadan dessert moment, the bit of the table that softens everything else. Reframing the meetup that way pulled it out of corporate networking language and into something the audience already had a feeling about.
From concept and naming through copy direction and content calendar, every piece carried the same flavour: business, but at Ramadan pace.
The result: The series ran across Ramadan with the kind of attendance and tone that made the meetup feel like a Station tradition, not a calendar item, the phrase 'تحلية البزنس' did the heavy lifting before any RSVP.