Organised by Cinema Akil, the UAE’s only platform for independent cinema, Arab Cinema Week Volume 3 was a 10-day event with a lineup of films tackling some of the most pressing issues in the Arab world. Ending on December 1st, the program featured 6 fiction and 5 non-fiction feature films, along with 2 short film programs, reflecting the nuanced landscape of the region.
As part of its partnership with Arab Cinema Week, Aramex launched a unique creative campaign titled “Delivering Incredible Performances.”
The campaign includes five short, heartwarming ad films created by Aramex’s in-house marketing and creative team in collaboration with Little Big Productions and directed by Shahir Sirry, Aramex’s Global Creative Director.
Explaining the objective behind the campaign, Shahir Sirry, Global Creative Director at Aramex, says, “We don’t believe in a ‘one-message-fits-all’ approach to communication. Instead, we focus on engaging with different audiences in a way that resonates with them, speaking their language and connecting on a personal level. With campaigns like this, our primary goals are to enhance brand awareness and foster greater likability. We aim to create more tailored campaigns that highlight our closeness to our audience and reflect their unique needs and perspectives.”
The short films focused on capturing the joy and anticipation of receiving packages, mirroring the emotions through cinematic performances. The films were showcased as commercials in between film screenings and can be viewed online on the social platforms of Aramex, and Cinema Akil.
What inspired the “Delivering Incredible Performances” films?
Sirry explains the inspiration behind the film campaign. “When we partnered with Cinema Akil to support Arab Cinema Week, we recognised that we were helping ‘deliver’ regional storytelling to the people. And that of course includes the great performances of the actors.”
Sirry continues, “The inspiration behind ‘Delivering Incredible Performances’ lies in the essence of what Aramex truly delivers – not just parcels, but moments of joy, connection, and emotion. The campaign captures the heartfelt reactions of people unwrapping their parcels, emphasising that the magic isn’t just in the delivery—it’s in the human connections we help create.”
“Our strategy was to spotlight the emotional impact of what we do, moving beyond the functional aspects of logistics to focus on the joy and surprise that parcels bring to people’s lives. And when capturing that in the world of film, it becomes a ‘performance,’” says Sirry.
Going beyond the screen
As part of the campaign, Aramex integrated branding elements into the audience’s experience.
Film posters created from Aramex’s previous ad campaigns, as fictional posters inspired by iconic movie visuals, were displayed outside Cinema Akil. These were accompanied by customised popcorn boxes designed to resemble Aramex delivery packages
Tarek Abuyaghi, General Manager, Aramex, said: “Stories connect us in our diversity, illuminating our shared values of creativity, collaboration, and culture. We are proud to partner with Cinema Akil as the inaugural sponsor for Arab Cinema Week Volume 3, celebrating Arab voices from across the region. At Aramex, our broader mission is to positively impact the communities we serve, with thoughtful campaigns and collaborations. We will continue to champion the transformative power of culture and storytelling in bringing communities closer together. After all, both stories and deliveries have the power to bridge distances and bring people together.”
By focusing on storytelling components, Aramex is able to engage with their audiences in a relatable and truthful way. Their ultimate objective is to make sure that viewers experience Aramex as a storyteller with its own narratives rather than just an advertisement.
Credits:
Aramex
CMO: Mike Rich
Global Marketing Director: Daniel Nuss
Sr. Marketing Executive: Megan Coutinho
Content Manager: Trinisha Vandeyar
Global Creative Director: Shahir Sirry
Creative Director: Varin York
Copywriter: Shahir Sirry, Claire Tanner-Roberts, Omar Arafa, Thando Solundwana
Art Director: Ibrahem Khwaldeh, Alexis Titus
Sr. Graphic Designer: Murad Nofal
Illustrator: AbdulBari Solomon
Jr. Creative Producer: Dylan Matthews
Editor: Dylan Matthews, Mykyta Cherkasov
Music Producer/Sound Engineer: Takki Askar
Production House: LITTLEBIG
Director: Shahir Sirry
Group Executive Producer: Andrew Slough
Producer: Nate Buttner
Production Manager: Krisleigh Marx
Director of Photographyr: Christiaan Ellis
Camera Operator: Mykyta Cherkasov
Colorist: Etem Ozyay, Dylan Matthews
Stylist x Hair & Make up: Lina DalhBäck
Talent Agency: Bareface
Models: AlMaha, Mohamed H., Tanya D., Serena S.
Social Media Agency: Notabout Marketing
PR Agency: Gambit PR & Communications
Founder: Jenny Coulson
Strategist: Nicola Sprenger-Smit
Manager: Kendall Attree
