Ramadan Special Campaign – Mahmood Milk | Clapboard Ad Archive

One sip — and you're already in the Tian Shan Mountains - AsuVo | Clapboard Ad Archive

One sip — and you're already in the Tian Shan Mountains is the defining creative platform for AsuVO’s 2025 summer push, positioning the flavored water as an antidote to urban inertia and a catalyst for fleeting moments of true refreshment. Developed by Brain Tank for launch across Multinational Europe and Ukraine, this campaign takes direct aim at the new cohort of young, active, city-dwelling consumers for whom time is in short supply and genuine escape even scarcer. At the heart of the concept is a signature 25-second video that fuses real footage of bustling city life with vibrant CGI renderings of fruit, bubbles, and the Tien Shan mountains, mapping AsuVO’s promise onto an immediately graspable, emotionally potent transformation. The narrative is simple but resonant: a young woman, caught in the fatigue of a sweltering day, takes a sip of AsuVO, the world shifts, the concrete melts into alpine vistas dotted with animated fruit, and for a brief, enchanted interval, the mountain freshness is no longer a fantasy but a sensory reality. Inspired by the Alice in Wonderland motif of growing to one’s right size, the metaphor positions AsuVO as the key to rising above the humdrum, letting wellness and nature supersede the city’s clamor. Brain Tank’s execution is technically adept, interlacing CGI fruit and landscapes with live-action urban sequences and employing layered audio to dramatize the change from city noise to mountain silence, reinforcing the escape theme without the visual literalism that dogs category convention. This sits squarely within Clapboard’s FORMAT#9—Symbolize the Benefit, where exaggerated visuals and heightened metaphor communicate not just a functional pitch, but a state change enabled by the product. On the strategic front, the campaign doesn’t merely sell a drink — it seeks to spark a behavioral shift, inviting a new generation to adopt flavored water as an everyday tool for micro-escapes and lightness amid non-stop urban hustle. By combining wellness cues with a sensorially rich, flavor-forward storytelling approach, AsuVO stands apart from legacy mineral water brands like Evian, San Benedetto, or Vittel, and contemporary competitors like Aqua Minerale Fresh, carving out fresh ground for nature-inspired, mobile-friendly hydration in the Food & Drink market category. Behind-the-scenes creative content underlines the rigor behind its CGI work and sound design, while the main spot distills the benefit to a single, highly repeatable act — opening a bottle to summon the mountains. The campaign earns 63/100 in Clapboard’s global creative archive. This campaign matters because it signals how metaphor-forward creative, amplified by technical craft and sound design, can elevate a functional beverage into a lifestyle proposition that resonates with, and potentially redefines, a rapidly shifting category.

Indulge in Hydration - Liquid I.V. | Clapboard Ad Archive — archive collection thumbnail

Indulge in Hydration - Liquid I.V. | Clapboard Ad Archive

Liquid I.V. centers its 2024 Indulge in Hydration campaign on the vivid convergence of nostalgia and modern wellness, tasking Los Angeles agency SixTwentySix with translating its new Hydration Multiplier Sugar-Free Rainbow Sherbet and Popsicle Firecracker flavors into a hyper-sensory celebration of summer. Positioned squarely in the Food & Drink and Lifestyle categories, the campaign deploys lush slow-motion visuals bursting with iridescent colors and playful, exaggerated summer motifs—think swirling sherbet, exploding popsicles, and sun-soaked outdoor scenes—to symbolize the emotional and physical benefits of Liquid I.V.'s next-generation hydration experience. In doing so, the work adopts what Clapboard's taxonomy would classify as FORMAT#9—Symbolize the Benefit, eschewing literal demonstrations or testimonials in favor of visually amplifying the way Liquid I.V. transforms a basic necessity like water into a moment of vibrant indulgence. With health-conscious, active consumers increasingly demanding functional beverages that do more than just quench thirst, Liquid I.V. leverages its science-backed claims and innovative flavor extensions to inject a sense of play and escapism into the hydration routine, differentiating from clinical stalwarts like Pedialyte or the performance-driven minimalism of Nuun and Skratch Labs. The integrated film and digital assets skillfully evoke the carefree energy of youth and communal summer experiences, tying each sip of its latest products to both heightened refreshment and an emotional return to outdoor adventures with friends. Agency SixTwentySix plays heavily on saturation, light, and movement as visual metaphors for the burst of vitality and flavor the brand promises, making every pour and splash—not just hydration, but a statement of summer lifestyle. In a landscape crowded with functionality-first hydration brands, Liquid I.V.'s campaign signals a shift toward sensorial storytelling and the power of shared seasonal memories to drive product appeal and foster brand affinity. The campaign earns 64/100 in Clapboard's global creative archive. As the beverage category pivots toward experience-led positioning, Indulge in Hydration illustrates how symbolic creative can redefine a routine act and help a market leader become a cultural marker of the summer moment.

#SharetheTable this Ramadhan - Sunrice Rice | Clapboard Ad Archive — archive collection thumbnail

#SharetheTable this Ramadhan - Sunrice Rice | Clapboard Ad Archive

Sunrice Rice’s #SharetheTable this Ramadhan campaign, crafted by CreativeFCB and activated across digital and film media in the Kenyan market, leverages the rich cultural traditions and emotive spirit of the Holy Month to position the brand as the connective tissue of community and generosity. Drawing on deep insight into Ramadhan’s core themes of sharing, unity, and familial bonds, Sunrice Rice ascends beyond commodity status to become a symbol of togetherness, tapping into the emotional resonance of the communal table with a message that celebrates the transformative power of small, shared acts. By focusing on the idea that even a modest serving of rice can ripple outward into meaningful moments of connection—rather than defaulting to product demonstrations or celebrity validation—the campaign employs what Clapboard’s taxonomy would classify as FORMAT#9—Symbolize the Benefit, transforming the act of meal-sharing into a powerful metaphor for collective uplift. The narrative lens is attuned specifically to Kenyan audiences, whose observance of Ramadan is intertwined with traditions of charity and togetherness, and the creative work deliberately invites viewers to consider rice not simply as food but as a conduit for blessings and love during significant community gatherings. The digital film, distributed with purposeful simplicity, evokes both intimacy and aspiration, rallying audiences under the social hashtags #ShareTheTable, #Ramadan, and #RiceToTheMoment, while amplifying Sunrice Rice’s relevance as the essential ingredient in these shared rituals. With the campaign gathering nearly 300,000 views, Sunrice Rice succeeds in catalyzing social engagement and enhancing brand salience during a cultural moment that prizes generosity and shared experience. The campaign earns 63/100 in Clapboard’s global creative archive. For an industry where food advertising is often dominated by price messaging or product-centric visuals, this campaign matters because it reframes a staple brand as an agent of social cohesion at the very moment when community spirit matters most.

Jinjja Love - Otoki | Clapboard Ad Archive — archive collection thumbnail

Jinjja Love - Otoki | Clapboard Ad Archive

Otoki’s 2025 campaign Jinjja Love, crafted by The Many, stakes a bold claim in the crowded Food & Drink market by fusing the magnetic appeal of BTS’ Jin with the authentic craving for Korean ramen, creating a culturally charged narrative that leverages fandom and food culture in tandem. The campaign’s core asset, a :60 hero spot, unfolds as a ramentic love story—a playful and unpredictable K-drama inspired romantic narrative that places Jin Ramen not as a mere product but as a vital character within the plot, embodying warmth, comfort, and connection. This approach sits squarely in Clapboard’s FORMAT#5 EXEMPLARY STORY category, where storytelling elevates the product’s role beyond functionality to emotional resonance. Visually, the campaign deploys vibrant, colorful imagery that channels the aesthetic sensibilities of popular Korean dramas, instantly engaging the target audience of American BTS fans and Korean food enthusiasts by evoking familiar tropes of romance and whimsy. The Many’s strategy capitalizes on Jin’s global icon status, positioning Jin Ramen as the go-to choice for consumers seeking not just flavor but a meaningful cultural experience. The campaign’s integrated media plan spans digital platforms including TikTok, Meta, YouTube, and Amazon, supplemented by OOH and social assets, ensuring broad reach and engagement across touchpoints where its audience congregates. By creating a love story that intertwines a beloved celebrity with a beloved product, the campaign drives brand awareness and sales in the U.S. and internationally, tapping into the emotional currency of fandom and the rising global appetite for Korean cuisine. Clapboard rates this campaign 76/100 in its global creative archive. Jinjja Love matters because it demonstrates how Food & Drink brands can transcend product-centric communication by embedding cultural icons into narratives that resonate authentically with passionate, niche communities, signaling a shift toward storytelling that is as much about identity and fandom as it is about taste and convenience.

Campaign Proposition

The Mahmood Milk ‘Ramadan Special’ campaign leverages the cultural and emotional significance of Ramadan to position the brand as a meaningful part of family gatherings during this sacred period. The campaign’s core proposition highlights Mahmood Milk as a source of warmth, blessings, and beauty that enhances the festive atmosphere, underlining the brand’s role in nourishing not just the body but also social and spiritual connections. By emphasizing the values of togetherness and shared moments, the campaign aligns Mahmood Milk with the deep-rooted traditions and positive emotions that Ramadan evokes. Strategically, the campaign taps into Ramadan’s unique cultural context in Iraq, a time when families consolidate bonds over shared meals and celebrations. The insight recognizing Ramadan as a month distinguished by its warmth and familial unity allows the brand to embed itself naturally into consumers’ lifestyle narratives. The use of a lifestyle genre and authentic visual storytelling, supported by in-house production, ensures a relatable and intimate portrayal that resonates with the target audience—predominantly Iraqi Muslim households observing Ramadan. This cultural relevance is reinforced through language and messaging that evokes blessings and goodwill, aligning the brand’s identity with the collective emotions experienced during this period. The campaign’s modest digital footprint and measured engagement suggest a focus on quality storytelling within a niche market segment rather than mass-scale outreach. Overall, Mahmood Milk’s Ramadan campaign strategically leverages historical and emotional resonance to deepen brand affinity within its core market by affirming its presence during a culturally pivotal moment.

Creative Device

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign centers on the shared experience of Ramadan, emphasizing blessings, warmth, beauty, and family gatherings. The messaging directly associates Mahmood Milk with the sentiment and rituals of the holy month, wishing the community a happy Ramadan. There is no evidence of a narrative arc, explicit problem/solution, exaggeration, or celebrity presence. Instead, the creative device most likely showcases relatable moments or typical family scenes during Ramadan, leveraging user imagery that the Iraqi Muslim audience identifies with. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

Competitive Planks

Almarai – Market Positioning Almarai is positioned as the leading dairy and food brand in the Middle East, emphasizing premium quality, product variety, and strong distribution networks. It appeals to health-conscious families by promoting freshness, hygiene, and innovation, ensuring trust and reliability across the region.

Nadec – Market Positioning Nadec focuses on natural, wholesome dairy products with a strong emphasis on sustainability and farm-to-table freshness. It differentiates itself by combining traditional values with modern production techniques, targeting consumers who prioritize purity and environmentally responsible practices.

Nada Dairy – Market Positioning Nada Dairy markets itself as an affordable yet high-quality dairy brand with a focus on family-centric values and authenticity. Its strategy revolves around accessibility and promoting nutritious products that resonate with everyday Iraqi households looking for dependable daily essentials.

Al Safi Danone – Market Positioning Al Safi Danone integrates international quality standards with local taste preferences, positioning itself as a premium yet relatable brand. It leverages global expertise in dairy innovation to target middle to upper-middle-class consumers seeking health benefits and a modern lifestyle.

Al Rawabi – Market Positioning Al Rawabi stands out through its commitment to freshness and innovation in dairy products, emphasizing modern packaging and diverse offerings. It appeals to young, urban consumers by blending convenience with high-quality nutrition, aiming to be the go-to brand for contemporary family needs.