Share The Joy - Ramadan Campaign
Distinctive, minimal, and culturally resonant influencer packaging experience.
Problem
Crocs 'Share The Joy' Campaign How can we craft an unboxing experience for UAE-based influencers that blends minimal design with meaningful cultural cue, while driving social excitement and reinforcing Crocs’ "Share The Joy" Ramadan campaign message across Instagram and TikTok? The solution must be rooted in the values of gifting, joy, and personal expression, with packaging that feels bespoke, instantly shareable, and unmistakably Crocs.
Solution
1. Gifting Box – Outer Packaging Idea: A refined and minimal gifting box that feels premium, while still playful. Execution: Predominantly black base with gold foil branding – striking contrast communicates both elegance and festivity.The "Share The Joy" logo is centered and treated like a gift seal – hinting at celebration and intention. Visual restraint aligns with influencer aesthetics, making the box Instagrammable from the get-go. 2. Gifting Box – Inner Message Card Idea: Personalized, heartwarming Eid greeting to spark emotional resonance. Execution: The card features a short, thoughtful message wishing warmth and love for Eid, signed from the Crocs Team. Room left intentionally for personalized names/messages, creating a sense of exclusivity. “#ShareTheJoy” subtly nudges social sharing without sounding like a pushy CTA. 3. Product Selection Idea: Gifting glitter-embellished Crocs and Ramadan-inspired Jibbitz that match the festive mood. Execution: Adults & Kids' Crocs chosen from the glitter capsule collection—emphasizing sparkle and joy. Jibbitz range includes gold stars, moons, lanterns, and coffee cups—all culturally rooted symbols that celebrate Ramadan and Eid without being overtly religious. 4. Influencer Ask Idea: Let influencers blend their own personal style with the campaign. Execution: Influencers were encouraged to dress up in their glitziest Eid outfits and create content that feels authentic to them. Deliverables include an unboxing video or a styled reel, ideally capturing joy, outfit coordination, and the Crocs moment. The inclusion of Instagram Story stickers (Jibbitz GIPHYs) makes participation playful and lightweight. 5. Unboxing Experience Flow Idea: Turn opening the box into a moment of delight and surprise. Execution: Layered reveal: outer box → message card → product → sparkling Jibbitz charms. Each layer is visually rich but minimal, designed to build anticipation in under 15 seconds (the sweet spot for TikTok/IG Reels). Box aesthetics harmonize with the content palette of most Muslim fashion/lifestyle influencers—no clashing colors or visual noise.
Marble Elegance with Gold Accents
Design Highlights:
Color Palette: Deep black base with gold foil detailing.
Materials: Spot UV for a premium gloss + embossed Jibbitz icons as a tactile storytelling element.
Typography: Bilingual ("Share the Joy" in Arabic and English), honoring cultural context.
Jibbitz symbols like moons, lanterns, stars are integrated into the layout in a repeated grid.
Idea Behind the Concept:
This design focused on cultural symbolism and minimal richness. The black base creates a canvas of elegance, while the gold foil adds a celebratory, high-end accent perfect for Eid. The embossed Jibbitz across the box mimic gifting paper or engraved tiles, evoking both tactility and personal expression.
Execution Intent:
Strong shelf and social presence with dramatic contrasts.
Embossing encourages physical interaction—ideal for unboxing content.
Sophisticated, yet inclusive—a nod to both tradition and modern Ramadan luxury.
