Adidas Ramadan campaign wins over the jury: "Ignorance leads to fear"
Ahead of Ramadan, many Muslims face a dilemma: whether to keep training and break their fast, or to fast and skip their workouts. This insight became a campaign for Adidas - for which Obeya has now won Gold in "Idea of the Month" (Månadens idé).
Despite nearly ten percent of the Swedish population being Muslim, Ramadan remains a sensitive topic to discuss. On the rare occasions brands dare to communicate around Ramadan, the focus is often on food and celebrations. Abstaining from food and drink during daylight hours can be challenging for physically active individuals, primarily due to a lack of information and inspiration on how to structure training during Ramadan. Many active Muslims are forced to make a choice: continue training and skip the fast, or fast and skip the training.