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'What Keeps You Going?' Asks Bridgestone in Serviceplan Campaign Celebrating Holy Month of Ramadan

Bridgestone's print campaign showcases resilience and human endeavour, encapsulating the company’s vision

'What Keeps You Going?' Asks Bridgestone in Serviceplan Campaign Celebrating Holy Month of Ramadan

Serviceplan Dubai has worked with Bridgestone Middle East & Africa FZE on a striking print campaign launched during Ramadan and featuring inspiring stories of individuals who embody the brand’s mantra to 'Keep going no matter what'.

Leading multinational auto and truck parts manufacturer Bridgestone is celebrating the Holy Month of Ramadan with a campaign that highlights resilience of the human spirit. The print campaign was developed with Serviceplan Dubai to embody the company’s vision to ‘Keep going no matter what' and recognises the journey of people and their perseverance amidst challenges. The message is not to be deterred to move forward.

During the Holy Month of Ramadan, Bridgestone will highlight the stories of various inspiring individuals who, despite fasting, have managed to continue with their work and continue to form the backbone of the economy.

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: these are hardworking and inspirational individuals including professions such as; teachers, architects, doctors, nurses, armed forces, crane operators, delivery workers and carpenters.

Serviceplan Dubai creative director Andre Couto commented: “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. 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?”

Selected individuals will be asked 'What keeps you going?' and will be invited to share their story with Bridgestone, along with a specially designed photograph of them. The company invites the public to nominate anyone whom they know whose life story can be an example and inspire people for the impact they have made to another person’s life or to the community in general.  To find out more about the campaign, follow Bridgestone on @bridgestonemea or search #KeepsMeGoing.

Berna Akinci, head of marketing, Bridgestone Middle East & Africa FZE, said: "As we all come together to celebrate the Holy Month of Ramadan, Bridgestone has decided to roll out a new campaign that highlights our 'Keep going no matter what' mindset, and aims to tell the stories of everyday people like you and me who have managed to overcome their challenges and serve as true inspirations for all of us to follow. We take joy in their triumphs as individuals and share their story with you, not only to inspire but also to show the resilience of the human spirit."

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Client: Bridgestone Middle East & Africa FZE


Agency: Serviceplan Dubai

Executive Creative Director: Akhilesh Bagri

Creative Director: Andre Couto

Senior Art Director: Chitra Mahesh

Head of Arabic copywriting: Khalil Haddad

Head of Strategy: Frances Valerie Bonifacio

General Manager: Natalie Shardan

Account Director: Alba Arteaga

Account Executive: Laith Alemailat

International Communications Officer: Lee Sharrock