If It Fits in the Box.
Careem Box picks up and delivers anything, as long as it fits in the box. To prove it, a contortionist folded herself into one on a busy Dubai street, and see-through boxes carrying a Mona Lisa and fake gold bars rode the highways.
- Brand
- Careem
- Agency
- Careem
- Market
- UAE
- Region
- GCC
- Year
- 2024
The challenge
Careem wanted to introduce Box to the UAE's two million-plus new residents, a mix of nationalities and languages, with a budget of $40,000.
The idea
Careem's in-house team staged a street stunt in which a contortionist climbed into a delivery box and shut the lid. It then built 10 transparent replicas of its green box, filled them with unusual objects such as the Mona Lisa, fake gold bars, clown masks and fake snakes, and sent riders along Dubai's busiest routes for a week. Studio reveal videos ran on social media.
Results
- 24 million organic views and a 23% rise in orders, according to the Dubai Lynx entry
- In-app searches up 30%, by the entry's figures
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2025Outdoor – TransitBronze
Credits
- Creative agency, production and post-production
- Careem
- Additional company
- The Fibre Glass Factory
- Creative Copywriter, Careem
- Madhurima Ray
- Creative Director, Careem
- Glaucco Martines
- Senior Art Director, Careem
- Phellippe Samarone
- Creative Director, Careem
- Habiba Allam
- Brand Manager, Careem
- Hugh Phillips
- Head of Brand Marketing, Careem; Brand Director, Careem
- Tom Sword
- Motion Graphics, Film Editor & VFX, Careem; Motion, Film Editing, Careem
- Marcio Rodrigues
- 3D Artist (freelance); 3D animator (freelance)
- João Paulo Xavier
- Product Designer, Careem
- Thomas Rawcliffe
- Project Manager, Careem
- Nadim Hachem
- Director of Social Media, Careem; Social Media Director, Careem
- Ahmad Dghaim
- Social Media Manager, Careem
- Dina Elhallak
- Social Media Executive, Careem
- Sara Alamuddin
- Director of Communications, Careem
- Tasha Young
- Social Media Content Creator, Careem
- Willy Yuen
- Communications Manager, Careem
- Jasmine Aldameary
- Social Media Content Creator, Careem
- Yazid Tulawie
- Senior Director of Engineering, Careem
- Jonathan Keenan
- Service Manager, Careem
- Emad Gharzuddine
- Senior Software Engineering Manager, Careem
- Sergio Garre
- Photographer, THNEVES STUDIO; Executive Producer (freelance)
- Thiago Neves
- Senior Software Engineering Manager, Careem
- Yogita Sharma
- Software Engineer, Careem
- Daim Armaghan
- Senior Software Engineer, Careem
- Abhijeet Roy
- VP of Groceries, Careem
- Chase Lario
- Chief Business Officer, Careem
- Bassel Alnahloui
- Chief Operations Officer, Careem
- Adeeb Warsi
- Managing Director, Massive Music
- Pierre Carnet
- Senior Project Manager, Massive Music
- Laura Woźniak
- Creative Producer, Massive Music
- Thomas Harmsen
- Executive Producer, RULU Films
- Nadim Rifai
- Industrial Designer, Nection Design
- Jeff Araújo
- Business Director / Project Manager, Dioz Group
- Tony Beig
- Executive Director, Bóson Post
- Ezany Brandão
- VFX Director, Bóson Post
- Eduardo Brandão
