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 them
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Tags:AdvertisingArabic calligraphybrand lovebrand storytellingCampaignscommunicationscommunitycreative campaignsCreative Strategycultural marketingDeliveroodigital campaignDr Afra AtiqEmirati cultureemotional storytellingfilmhero filmmarketingMiddle East advertisingPoetryPRsocial mediaspoken wordUAEUAE culture
