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Careem GCC - Ramadan Campaign
Project type
TVC
Role
Creative Director
Careem - Kindness Ramadan Campaign
This campaign was built around a simple thought: kindness does not end with one person. It gets passed on.
Set during Ramadan, the film series follows a small pair of prayer beads as they move from a Careem captain to a child, from the child to his father, and eventually back to the captain in a moment of need. Each exchange is quiet and human, showing how the smallest gestures can travel further than we expect. The idea positioned Careem as part of people’s everyday lives, not by forcing the brand into the story, but by making the ride the starting point of a larger emotional chain.
My role included the core idea, narrative structure, character journeys, and emotional arc of the campaign..
Client: Careem
Agency: Diwanee
Creative Director: Dina Hamzeh
