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Tanagra Middle East

Tanagra's Sufrah

Tanagra, Middle East’s destination for luxury lifestyle and decorative pieces, entrusted YKONE to create a culturally resonant Ramadan campaign. The goal was to celebrate the spirit of Ramadan while showcasing Tanagra’s values, engaging their audience, and fostering a meaningful connection. YKONE led a global digital campaign, creating an integrated content ecosystem for e-commerce and social media. The campaign featured two shoots centered on the “sufrah” concept: a lifestyle shoot for e-commerce products and an influencer-driven shoot for Instagram. The concept of a “sufrah” in the Arab world symbolizes more than just dining; it embodies gatherings, community, and emotional connections tied to various interactions and memories.

For the e-commerce shoot, YKONE focused on the personal significance of “sufrah” items, tapping into the memories they evoke. The second shoot featured four social icons whose content, shared on their Instagram pages and Tanagra’s, highlighted the brand’s products through personal testimonials. Additionally, product photos and videos featuring the influencers setting up their iftar tables, to raise awareness of Tanagra’s offerings. YKONE’s creative direction ensured each product was highlighted while maintaining a strong emotional resonance with viewers.

Influencers Casting & Booking, Artistic Direction & Creative Guidelines, Content Production, Campaign Management & Reporting

@basmabhamze @mesharyalnassar @luxurydesign @lujainabulfaraj