BBH hires Midnight Ramadan League CDs


Selma Ahmed and Genevieve Gransden, the team behind EA Sports’ ground-breaking Midnight Ramadan League campaign, are joining BBH as creative directors.

Midnight Ramadan League CDs

Ahmed (left, main pic) and Gransden (centre, main pic) join from adam&eveddb where they worked for seven years and were promoted to creative directors in 2021.

In their new roles at BBH, they will focus on leading creative ideas and development across pitches – and running creative on incoming clients for the business.

Among the notable brands Ahmed and Gransden have worked on are, Lucozade, Peloton, H&M and John Lewis, for whom they created the 2020 Christmas ad ‘Give a Little Love‘, which won Gold at the British Arrow’s in the retailer category.

They were also behind the widely acclaimed WeThe15 campaign, for the International Paralympic Committee, which took home silver in Film Craft at Cannes Lions, a D&AD Pencil and was named in Campaign’s top-15 film ads of the year in 2021, among other accolades.

That was the same year the creative duo delivered Midnight Ramadan League, for EA Sports’ FIFA 21. As well as winning Channel 4’s £1 million Diversity in Advertising Award, it triumphed in Cannes in 2022, winning Silver in the Entertainment Lions For Sport category.

It also took home two Silver and a Bronze at the British Arrows.

Helen Rhodes (right, main pic), ECD at BBH, said: “Gen and Selma do the type of work that we talk about all the time at BBH. Great ideas, that are beautifully crafted, and impact culture. But more than that they are super warm and full of energy.

“They are collaborative, they elevate the work, and they bring people together across departments. They are modern creatives in all the best ways and I’m over the moon they’ve joined our flock.”

Ahmed and Gransden said: “Everyone knows that BBH has an incredible history, but what made us jump at the opportunity was seeing where the agency is heading.

“The type of work that BBH is doing more of, and the brands and people that are coming on board. We’re really excited about this new era of BBH, and to be a part of what’s to come.”

They will report into Helen Rhodes, ECD and Alex Grieve, CCO.

Ahmed and Gransden first teamed up in 2014 at the creative agency Sunshine, moving to Crispin Porter + Bogusky’s London office two years later and then joining adam&eveddb in 2017.