Brand | CAREEM |
Product/Service | CAREEM RIDE HAILING |
Entrant | CAREEM Dubai, UNITED ARAB EMIRATES |
Category | Technology |
Idea Creation
|
CAREEM Dubai, UNITED ARAB EMIRATES
|
Production
|
CAREEM Dubai, UNITED ARAB EMIRATES
|
Cultural/Context information for the jury.
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 illustrate an emotional story.
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.
Write a short summary of what happens in the ambient or digital execution or campaign.
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. The resulting maps were exhibited in a gallery and given to customers to crystallize their memorable moments forever.
Credits
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 Berlin |
Identity Engineering Manager |
Pavel Ivankov |
Careem Berlin |
Web Engineer |
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