'Start Something', The Call to Action Careem Brought to Life in Its Latest Global Campaign
Posted on September 24, 2019

Careem has launched 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 in one’s self, 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, TBWARAAD, 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 TBWARAAD.  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 TBWARAAD.