Campaign Spotlight: “What keeps you going?” asks Bridgestone in Serviceplan campaign celebrating Ramadan

DUBAI — Strategy and innovation consultancy Serviceplan Dubai has worked with multinational auto and truck parts manufacturer Bridgestone Middle East & Africa FZE on a print campaign that launched during Ramadan, featuring inspiring stories of individuals who embody the brand’s mantra to “keep going no matter what.”

According to the company’s senior executives, the campaign is focused on telling the stories of everyday people who fast during Ramadan but do not slow down, professionals such as teachers, architects, doctors, nurses, armed forces, crane operators, delivery workers, and carpenters.

“The last few months have been a bit of a wake-up call for us all. It would be fair to say that we, as a collective, had gotten a bit carried away with celebrity and influencer culture,” Serviceplan Dubai Creative Director Andre Couto said.

“We wanted to take a step back and shine the light on people working behind the scenes; ordinary people whose challenges and contributions often go unaccounted for. These people are the backbone of our society. We wanted to hear from them for a change. We wanted to find out, what is it, that keeps them going?”