The Undelivered
A Ramadan film about a Palestinian man whose parcel to Gaza never arrives because the borders are shut, directed by Aramex's own Global Creative Director Shahir Sirry. It closed by asking viewers to post a message of peace on deliverpeace.global, drawing videos from 43 countries and a reported 14 million views across YouTube, Instagram, Facebook, X and LinkedIn.
- The brief
- Audiences across the region and beyond during Ramadan, when closed borders kept parcels from reaching Gaza.
- The idea
- Directed by Aramex's own creative head, a film follows a Palestinian man's parcel to Gaza that never arrives, then invites viewers to share a peace message at deliverpeace.global.
- What to borrow
- A logistics brand can speak on a crisis through the one thing it knows, a delivery that cannot be made.
| Brand | Aramex |
|---|---|
| Agency | Aramex in-house |
| Talent | Not named |
| Channels | digital, social, OTT |
| Source | Communicate Online |
Case studies like this
Campaigns from other brands that did something close, matched on what each one actually did.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Zain | سنعود (We Will Return) — Ramadan 2024 TVCPurpose · 13 Mar 2024 | Purpose | – | 13 Mar 2024 |
| Zain | Ramadan 2025 TVC — 'belonging, resisting and rebuilding'Purpose · 5 Mar 2025 | Purpose | – | 5 Mar 2025 |
| Vimto | Vimto Ramadan 2026Festive · 21 Apr 2026 | Festive | – | 21 Apr 2026 |
What other business services brands ran
The latest confirmed campaigns from the rest of the category, Gulf.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| RTA Dubai | Safe and Healthy Summer for Delivery RidersPurpose · 7 Aug 2026 | Purpose | – | 7 Aug 2026 |
| RTA Dubai | Truck driver traffic awareness campaign 2026Purpose · 15 Jul 2026 | Purpose | – | 15 Jul 2026 |
| Etihad Rail | Safety is carePurpose · 11 May 2026 | Purpose | – | 11 May 2026 |
| Etihad Rail | Road-to-rail freight shift campaignIntegrated campaign · 2 Feb 2026 | Integrated campaign | – | 2 Feb 2026 |
| Doha Metro | Back to School 2025 (2nd edition)Experiential · 20 Aug 2025 | Experiential | – | 20 Aug 2025 |
| 7X | The MaestroDigital/social · 5 Dec 2024 | Digital/social | InFocus Media Agency | 5 Dec 2024 |
| Ontegra | OntegraRebrand · 21 Mar 2024 | Rebrand | – | 21 Mar 2024 |
| 7X | 7X rebrandRebrand · 1 Feb 2024 | Rebrand | – | 1 Feb 2024 |
More from Aramex
| Campaign | Type | Agency | Date |
|---|---|---|---|
| Ramadan 2026: real connection over cold screensIntegrated campaign · 2 Mar 2026 | Integrated campaign | – | 2 Mar 2026 |
| AI-generated scam awareness filmDigital/social · 19 Jun 2025 | Digital/social | – | 19 Jun 2025 |