Udhiya 2025
Eid Al Adha campaign bringing back Careem's Udhiya (Qurbani) meat ordering on the app, with a hero film of a Careem rider picking up a sheep in a field and a run of sheep puns. It also pushed the option to donate the meat to the UAE Food Bank, and followed the 2024 version that added a sheep icon to the app.
- The brief
- UAE residents arranging their Udhiya sacrifice for Eid Al Adha, a task Careem had moved into its app the year before.
- The idea
- A social-first hero film shows a Careem rider among sheep, lifting one on a farm, with sheep puns in the captions and an option to send the portion to the UAE Food Bank.
- What to borrow
- A playful tone and a recurring visual joke can make a religious service feel easy to order without trivialising it.
| Brand | Careem |
|---|---|
| Agency | Careem Creative Studio (in-house) |
| Talent | Not named |
| Channels | social, digital |
| Source | Campaign Middle East |
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