Devoting the Inner Beast

Background:
The Holy festival of Eid-ul-Adha is celebrated by millions of Muslims across the world, when our beloved animals are sacrificed in the name of Mighty Allah. Bangladesh has a majority of Muslims in its population and according to the Ministry of Livestock of the country, 1.795 million cattle have been sacrificed in the year 2022. KSRM Steel, the leading steel brand in Bangladesh wanted to exchange Eid greetings during this festive.

Objective:
KSRM Steel has briefed the agency so that the target audience can appreciate the significance of the festival of the Holy Eid-ul-Adha. Relaying an Eid greeting for the audience to find a relationship of their own faith with the brand itself.

Idea Space and Cultural Fuel:
As a steel brand, KSRM believes that if one is purified from within, one can reach their goals, starting from the roots till reaching the objective at the top. In the same way, KSRM refines its steel from within through several steps. On the other hand, during Eid-ul-Adha, the festive of sacrifice, Muslims believe that the greatness of this Holy festival lies in giving up everything that is forbidden and unwholesome in oneself and in one’s nature. Alongside this belief, during sacrificing our beloved animals, a piece of wood trunk known as “khaitta” is used, on which, animal bones or large pieces of meat are placed for the purpose of butchering. This is deeply embedded in the culture of those who sacrifice in the name of Allah.

Core Idea:
We came up with the idea of combining the culture of this sacrificial festive through a “khaitta”- the materialistic object renowned in the culture and the faith of Muslims in self-purity through their sacrifices- the immaterial feeling, to create an animated content that a Muslim can connect to very easily and not to mention the beauty of this connection. We wanted to encourage people to embrace the greatness of Eid-ul-Adha by discarding greed, hatred, corruption, injustice, etc. At the same time, the chopping of these unhealthy habits placed on a “khaitta” seems more relatable for our target audience.

Execution:
We placed the inauspicious words corruption, greed, hatred, etc. on top of the “khaitta”. Then we cut these words from their center in the form of cutting meat of the sacrificial animal. The sound of meat cutting is used when these words are being chopped into half has been infused in the animation, followed by an ambient music during our core message;
‘The importance of sacrifice is in self-purification
Let go of bestiality of the mind’

This is then followed by the brand’s Eid greeting for their target audience, “Eid Mubarak”

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