Careem Breast Cancer Awareness

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"The Pink Wink"

Client Careem Art Director Mustafa Ghuneim Interactive Media Designer Raghda Magdi Agency Kijamii

In 2016, "Careem" decided to change the vibrant green and the main color for their branding into a fair pink color, in act an of support to Breast Cancer Awareness Month and patients all over the world. The campaign was impactful after a number of activations. Yet, before all that, the Middle Eastern Community - especially, their biggest pool, Egypt - didn't understand the sudden change.

At Kijamii, we worked on several sketches and ideas to solve the problem. Till we came up with a simple idea: Morphing the famous pink ribbon into Careem Pink Wink. The output was a sleek demo for films related to the campaign and a looping video for Careem social channels, at the time of the campaign.

The video solved the argument and many questions asked by customers and captains around the topic.