Dubai: Careem has launched today a global campaign that communicates its new positioning and reinforces its brand purpose, with an empowering message: “Start Something”.

Start Something is an invitation for everyone, with no exception, to move forward, to take that very first step and to believe, because nothing ever happens by standing still…

The integrated campaign kicks-off with an emotional film that showcases people from different parts of our region, starting something to make a difference: A young girl following her true passion, a Jordanian family taking a step to create an inclusive community, an athlete dedicated to making his country proud, a Palestinian man believing in the impossible, a refugee with ambitions to never give up, a little boy nurturing his imagination, two young men believing in restoring the heritage of an old home, and an entrepreneur choosing to return home to Iraq and start something.

Each daily life scenario portrays the brand’s purpose, encouraging each and every one to Start Something: start a conversation, start a journey, start a change. Because ‘You don’t have to be someone to start, you just have to start to be someone.’

The emotional and inspirational campaign seeks to encourage people across the region to start, from small to big, no matter where they are or where they come from. It is an invitation to take the first step and to help move our region forward.

Created by Careem’s agency of record, TBWA/RAAD, the campaign will run in 12 markets across the Middle East and North Africa.

‘We are really excited at the global launch of ‘Start Something’ for Careem which has been developed in close partnership with TBWA/RAAD.  This campaign was twelve months in the making and brings to life our brand purpose and mission in a beautiful and emotional way. It tells a regional story of ‘Start Something’, encouraging each and every one of us to take a step in shaping the future of our region,” said Ian Pate, VP Global Brand Marketing at Careem.

“More than ever before, the world needs a positive rallying cry that empowers people to take action, to ‘Start Something’, to help change the world for the better. We are extremely proud of this campaign and of our collaboration with Careem”, said Ghassan Kassabji, Chief Development Officer at TBWA/RAAD.

Watch the campaign film here:



About Careem:
Careem is the leading internet platform in the greater Middle East. A pioneer of the region’s ride-hailing economy, Careem is expanding services across its platform to include mass transportation, deliveries and payments. Careem’s mission is to simplify and improve the lives of people and build a lasting institution that inspires. Established in July 2012, Careem operates in more than 100 cities across 14 countries and has created more than one million job opportunities in the region. 

TBWA/RAAD was established in the United Arab Emirates in 2000 to develop and expand TBWA Worldwide’s presence across the Middle East and Africa. The network operates with a team of more than 1,000 people across four main divisions – advertising, digital, shopper marketing and public relations. TBWA/RAAD has been the most awarded agency in the region in 2018 and was ranked 16th most awarded creative agency in the world by The Big Won Report, and 8th bravest agency on the planet by Contagious Pioneers. Clients include: Accenture, Apple, AWR Rostomani Arabian Automobiles, Careem, CNN, du, Essence, Gatorade, Global Village, Henkel, Infiniti, Louvre Abu Dhabi, Mai Dubai, Metlife, Nissan, Pepsico, Pfizer, Qatar Tourism Authority, Singapore Airlines, Standard Chartered. Follow us on Instagram and Twitter and like us on Facebook.

About TBWA Worldwide:
TBWA is The Disruption® Company: the cultural engine for 21st century business. Named one of the World’s Most Innovative Companies by Fast Company and Adweek’s 2018 Global Agency of the Year, we create disruptive ideas that locate and involve brands in culture, giving them a larger share of the future. Our collective has 11,300 creative minds across 275 offices in 95 countries and also includes brands such as AUDITOIRE, Digital Arts Network (DAN), eg+ worldwide, GMR, The Integer Group®, TBWA/Media Arts Lab, TBWA/WorldHealth and TRO. Global clients include adidas, Apple, Gatorade, Henkel, Hilton Hotels, McDonald’s, Michelin, Nissan, and Singapore Airlines.

Romy Abdelnour
T +961 3 979 571; +971 50 3445638 

© Press Release 2019

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