Jouda · حقّ الفلفل · Aid 2026
حقّ الفلفل. A little care, passed on.
Jouda revisits the Eid rituals through a cooking moment across generations. The recipe also tells how we care for each other.
THE IDEA
Find emotion in the things we do together.
We chose the meal prep to talk about family bonds. Gestures and exchanges carry the story: we learn, we support, we prepare for those we’ll reunite with.
This angle places Jouda in a festive memory, close to its kitchen use. The product takes part in a ritual whose value goes beyond the plate.
THE FILM
Attention makes the celebration.
Meal preparation becomes a scene of transmission. Jouda fits into the attentions and habits that give Eid its particular flavor.