In the Middle East, the concept of home holds a central place in people's social lives. This significance is amplified during the holy month of Ramadan, as individuals warmly embrace the tradition of inviting families and friends to share meals throughout the entire month.

It’s common for families to refresh their homes for Ramadan, and be extra careful with areas visitors will access. But the living room is the heart of the home. Families shouldn’t choose between a beautiful space or one full of life.

Our challenge was to leverage this period and introduce Jotun's latest innovation, "Jotun Lux," 
the first-ever washable matte paint.
We developed a strategic concept called "Life is a beautiful mess" where we present a heartwarming story of a family embracing every moment to the fullest, free from concerns about the walls since they can be easily cleaned.

The campaign delivered exceptional results, earning us two shortlist nominations at
the Effies MENA 2022 awards.
Hero Films 
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