Careem / MENA (12 markets) / 2019Film · Social
Start Something.
Careem's regional brand campaign celebrated people taking the first step to make change in their communities.
- Brand
- Careem
- Agency
- TBWA\RAAD Dubai
- Market
- MENA (12 markets)
- Region
- MENA
- Year
- 2019
The challenge
Following its acquisition by Uber, Careem wanted to strengthen its distinct regional identity and connection with people across its markets.
The idea
An emotive film brought together stories inspired by people from across the region who start journeys, conversations and changes, followed by social content expanding their stories.
Results
- The WARC case study reports around 80 million unique views for the campaign (https://www.warc.com/en/article/careem%3A-start-something-5fba74ab29184e3c9cf724b4df91f78d).
Case study source: TBWA\RAAD Source ↗
Credits
- Brand
- Careem
- Creative agency
- TBWA\RAAD Dubai
- Production company
- Clandestino
- Director
- João Marques
- Director of photography
- Leandro Ferrão
- Executive producer
- Eli Souaiby
