2019 Winners & Shortlists

IMPRESSIONS OF DATA

BrandCAREEM
Product/ServiceCAREEM RIDE HAILING
EntrantCAREEM Dubai, UNITED ARAB EMIRATES
CategoryStorytelling
Idea Creation CAREEM Dubai, UNITED ARAB EMIRATES
Production CAREEM Dubai, UNITED ARAB EMIRATES

Background.

As a ride-hailing platform, Careem is seen as a functional service. We wanted to build an emotional connection with our audience while using raw data to tell an emotional story.

Describe the creative idea.

Using our region’s roads as our canvas, we collaborated with engineers to create an algorithm that turned ride data into art; plotting all the Careem trips happening across our cities, and in doing so uncovering all the stories flowing through them.

Describe the strategy.

Careem is the region's largest ride hailing platform. We wanted to prove that more than taking our customers from A-B, we help them on their life's journey. Enabling human connection is something we're really passionate about but we had no way of visualising the effects of Careem on our cities. Developing this platform has allowed us to highlight the impact of our service in the Middle Eastern region.

Describe the execution.

With this ride-tracking platform we charted Ramadan across our cities, tracked pilgrimages to Mecca, and wrote a message in Arabic calligraphy for UAE National Day. With these data-tracked maps, we gave our customers a chance to freeze their journeys and capture their favourite moments. The resulting maps were exhibited in a gallery and given to customers to crystallize their memorable moments forever.

List the results.

Due to company policy we are unable to disclose statistical results here, please visit the 'Confidential information for the just section' for results. More than producing statistic, this campaign smashed an internal KPI we set ourselves: proving unquestionably that raw data could effectively tell an emotional story.

Credits

Name Company Role
Anas al Sarraj Careem Hive Creative Director
Sofia Hafdani Careem Lead Data Scientist
Sandy McIntosh Careem Hive Lead Creative
Theo Lambert Careem Hive Senior Creative Content Manager
Jess Enverga Careem Hive Lead Designer
Maysam Faraj Careem Hive Production Manager
Anete Kollanur Careem Hive Copywriter
Adam Goncalves Careem Hive Copywriter
Aaron Leung Careem Hive Lead Copywriter
Alex Aitken Careem Identity Engineering Manager
Alex Aitken Careem Berlin Identity Engineering Manager
Pavel Ivankov Careem Berlin Web Engineer
Pavel Ivankov Careem Web Engineer
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