Aramex / UAE / 2024Film · Digital & Tech
The Undelivered.
Aramex's Ramadan 2024 film followed a parcel sent by a Palestinian abroad to his family in Gaza that could not be delivered, and asked people to send a message of peace instead.
- Brand
- Aramex
- Agency
- Aramex in-house
- Market
- UAE
- Region
- MENA
- Year
- 2024
The challenge
For the first time, Aramex could not deliver to a place: Gaza. The brand did not want to run another idealised Ramadan campaign while the war went on.
The idea
The film tracks the parcel until it is held in a storeroom midway, waiting for a ceasefire or open borders. It ends with a call to visit deliverpeace.global and record a short video saying 'Salam'. The campaign was made by Aramex's in-house creative team and directed by its Global Creative Director, Shahir Sirry.
Results
- 14 million video views and 20 million reach, according to the Dubai Lynx 2025 entry
- Messages of peace recorded by people of 43 nationalities, according to the same entry
Case study source: Campaign Middle East Source ↗
