Hermès’ new mini-game makes sending Ramadan wishes a thing of luxury

Hermès wants us to put more effort into our Ramadan greetings, and we’re inclined to agree.

Now that Ramadan falls during the winter months, the Middle East is reminded of the last time this used to happen — the nostalgic days of the 80’s and the 90’s. Depending on how far back you can remember (or have heard stories about), Ramadan as experienced in those days was the same in many ways, yet strikingly different.

It used to be that the younger members of the family would scrawl Ramadan greetings in cards, under stick-figure drawings; elders swapped out the illustrations for handwritten missives. These were physical, tangible mementoes, waiting to be eagerly exchanged from one hand to the other. The tail end of the nineties saw the rise of e-mails with a chain of greetings 50 people long and 123cards links that featured GIFS and chunky Word Art. As the times have changed, so has the way we exchange Ramadan wishes, evolving over centuries and changing in tandem with the Arab landscape.

While its decidedly easier to keep in touch with friends and family these days, regardless of how many miles lie in between, a text is just not the same as a thoughtful letter or even a painstakingly formatted e-card. There’s no harm in going the extra mile to change up the dreary normal of text boxes in favour of something that’s more vibrant and lively — especially during Ramadan.

Enter Hermès: a brand that has always taken pride in its family-bound origins while continuing to take bold steps forward. From its inception as an award-winning harness workshop in 1837 to its current status as an icon of exclusivity, the Maison has established and cemented an unshakeable presence in the world of luxury. The Maison’s Ramadan campaign honours its roots while championing a sense of unity and quiet reflection, the essence of the Holy Month.

The campaign is simple yet effective: a charming little mini-game that opens up in the browser of your phone. Its protagonist, Mr. Gallop, is (only too appropriately) a horse that delivers mail. Colourful, hand-drawn animations guide you through the objective of the game, helping Mr. Gallop find three envelopes cleverly worked into the background details of each separate scene. Once this extension of a helping hand is considered fulfilled, users can send Hermès-branded Ramadan wishes to their loved ones, no matter how far away they may be. Later, as the lunar phase changes, the platform will shift in order to welcome Eid greetings, and bridging Ramadan’s ending with the beginning of communal celebrations.

With no logins and no downloads required, the game is as straightforward as can be in serving its purpose. It’s a zany take at combining a reference to Hermès’ equestrian beginnings and being an embodiment of the Maison’s 2025 theme, ‘The Drawing’.

Through an interplay of tradition and innovation, Hermès crafts an homage to connection with just as much thought and care as what goes into making a Birkin or a Kelly. Every missive becomes part of a larger, shimmering tapestry that interlinks family and friend alike under the night sky.

Add the Hermès touch to your Ramadan wishes this Holy Month!