Background: In Piaget’s Ramadan campaign, we explored the poetic connection between the meditative practice of twisting jewelry and the spiritual essence of Ramadan. Just as Ramadan is a time for reflection, gratitude, and inner peace, the simple act of twisting Piaget’s moving jewelry transports the wearer from her fast-paced, modern lifestyle into a serene and mystical world—Al Ula.
The Idea: The campaign draws a parallel between the circular motion of Piaget’s jewelry and the cyclical nature of Ramadan. Ramadan is marked by the rotation of the moon, the earth, and the universe itself—creating a profound connection between the ritual of jewelry and the sacred rhythms of time. Twisting the ring doesn’t just symbolize a journey inward, but also reflects the cosmic turning that brings Ramadan back into observance.
The Execution: The campaign film opens with glimpses of the main character’s modern, millennial life, seamlessly transitioning into the dreamlike, surreal landscape of Al Ula. In this otherworldly setting, time slows down to emphasize the quiet beauty of Ramadan—the introspection, the stillness, the awe. The film culminates in a gathering, symbolizing the unity and celebration of Ramadan, with Piaget’s jewelry elegantly marking this sacred connection.
Piaget Ramadan: A twist of reflection, a celebration of time.
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