Poetry has long held a central place in Emirati culture; a timeless form of expression used to convey pride, gratitude, identity, and unity. In this spirit, Deliveroo partnered with Emirati poet Dr Afra Atiq to celebrate the shared experience of those who call the UAE home.
Through this initiative under the ‘Thank You, UAE’ campaign, Dr Afra Atiq created a new spoken-word piece titled “Always, Onwards”, a powerful reflection of life in the UAE.
The campaign was primarily focused on building brand love and emotional relevance within the UAE. The goal was to create a piece of content people genuinely connected with emotionally and culturally; whilst allowing audiences to see themselves reflected in it.
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Poetry as a reflection of national identity
The campaign was led by a cinematic hero film centred around Dr Afra Atiq’s spoken-word piece, “Always, Onwards” and amplified across digital and social media platforms, supported by PR drive widespread visibility and conversation. The hero film served as the campaign’s central creative asset, combining powerful visuals, poetry, and storytelling to engage audiences across multiple touchpoints and create emotional impact.
“We saw the resilience and sense of unity in the UAE more than ever during the recent period of regional uncertainty, and as a brand, we wanted to create something that felt genuinely rooted in the country, not just another campaign speaking at people, but something that reflected what we, and many others, were thinking, feeling, and wishing for the UAE, a place so many of us call home,” says Taghrid Oraibi, Head of Communications at Deliveroo ME.
She adds, “At its core, the campaign was about showing Deliveroo not just as a delivery platform, but as a brand deeply embedded in the communities, culture, and everyday moments of the UAE. From the riders who keep the country moving, to the restaurants feeding communities every day, to the grocery partners helping people access everyday essentials.”
Themes of resilience, belonging and collective progress
Rooted in themes of resilience, belonging, and collective progress, the poem captures the voices of a community shaped by diversity and shared purpose. It reflects on the everyday strength found across the nation, from families and students to frontline workers, riders, and small businesses, all contributing to the rhythm of a country in constant motion.
Oraibi says, “Partnering with Dr Afra Atiq brought an authentic voice that could translate those emotions in a way that felt powerful, modern, and real.”
The poem has been brought to life through a cinematic visual interpretation that weaves together evocative scenes of the UAE. Behind Dr Afra Atiq, Arabic calligraphy rises in luminous form, vast, weightless, and almost sacred, filling the space with movement and meaning. Standing in silhouette before it, she becomes both storyteller and symbol, grounded within the landscape and spirit of the nation the poem celebrates.
Blending Arabic and English, the piece moves through ideas of continuity and momentum, honouring a nation that embraces change while remaining grounded in unity. It is a tribute to the shared journey of those who call the UAE home, and the forward-looking spirit that defines it.
