Zabiha Halal

Sharing Halal

Agency: Riddoch Communications


Canada’s #1 halal food, Zabiha Halal has enlisted the services of Toronto-based production company Alfredo Films to launch the latest instalment in their ‘Sharing Halal’ campaign. Directed by Adeel Shamsi, the campaign is part of Zabiha Halal’s ongoing commitment to working with the Canadian Muslim community to combat prejudice and Anti-Muslim hate, striving to celebrate diversity and encourage taking action against intolerance.

This year marks the fifth instalment of the ‘Sharing Halal’ campaign, extending the conversation to non-Muslim Canadian folk, inviting participants to share their unique experiences and discuss the direct actions that they take to be an ally to the Canadian-Muslim community. Connecting communities and highlighting relationships between friends, colleagues and spouses, the sincere and honest interactions offer a raw insight into the challenges that the Muslim community face in Canada In keeping with the unscripted and real nature of the films, Alfredo Films ensured that the point of views portrayed in casting were the same as what was presented in the final film. Allowing participants to tell their truths on camera without any interruptions makes the piece unique and authentic, uplifting voices without preconceived expectations. The campaign looks to encourage audiences across Canada to share conversations such as those seen in the film, with their own friends and family, neighbours and even strangers.

The work was directed by Adeel Shamsi, who was raised in a Pakistani Muslim household in Toronto, who brought his own personal insight to the making of the film. The casting process was crucial and saw Adeel sit down to have conversations with all of the applicants, to discover impactful relationships, heartfelt stories and build a rapport with the participants on and off camera.

A technical decision that helped to achieve the intimate nature of the conversations was the decision to set the cameras far away, and film with zoom lenses. This helped to avoid getting inside the personal space of the on-screen talent, which meant on occasion, they forgot the cameras were rolling and were able to speak candidly.

The campaign launched on May 15th 2023 across Canada.

This professional campaign titled 'Sharing Halal' was published in Canada in May, 2023. It was created for the brand: Zabiha Halal, by ad agency: Riddoch Communications. This Integrated medium campaign is related to the Public Interest and Retail Services industries and contains 1 media asset. It was submitted about 1 year ago.


Brand - Zabiha Halal
Director of Marketing - Sarah Khetty
Brand Manager - Marina Bulatova
Associate Brand Manager - Duaa Qadri

Agency - Riddoch Communications
Creative Director - Brad Riddoch
Group Account Director - Sandra Querin
Account Supervisor - Heidi Ackerman
Senior Art Director - Eddie Mortson
Copy Writer - Laura Hagglund
Senior Producer - Allana Lytle

Production Co - Alfredo Films
Director - Adeel Shamsi
EPs - Holly Rowden, Alexander Henry
Producer - Erwin Abesamis
DOP - Allen Liu
Stylist - Angela Koszuta
Hair/ Makeup - Roxanne DeNobrega
Casting - Ground Glass
Offline - David Findley, Barbershop Editorial
Transfer/ Online - Alter Ego, Andrew Ross
Producer - Alter Ego, Mariya Guzova
Sound Mix - Jack Rudy


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