‘If only everything was as quick as Careem Quik’. So goes the new strapline from the company.
The Creative Studio, Careem’s in-house agency, has reimagined speed with a 360-digital campaign for Careem Quik, the ultra-fast grocery delivery service on Careem.
Tom Sword, Senior Director of Brand at Careem, shared the creatives exclusively with Campaign Middle East.
It centres on a creative concept ‘if only everything was as quick as Careem Quik’.
There are three hero films, each showing a painfully slow scenario, which is then playfully sped up with the intervention of Careem.
The campaign was developed by The Creative Studio, and produced with Yellow Duck in Cairo.
The light-hearted blurb goes: “Let’s agree that time goes by painfully slowly when you’re stuck waiting, whether you’re on a bad date and can’t wait for it to be over, waiting for your number to be called at the longest queue in the history of queues, or waiting for your muscles to show after your very first workout (we’ve all been there).
“Every second feels like a lifetime. Well, the good news is, you never have to wait for your groceries again. Careem Quik delivers groceries to your doorstep in minutes. Literally.”
In the series of films, Careem Quik captures the agony of waiting, taking viewers through familiar moments at the dentist, at the gym, and funnily enough, on an abandoned island.
Each of the films draws viewers in with an unexpectedly slow pace, then, just when the viewer feels the boredom of waiting creeping up on them, the Careem Quik fast-forward button appears and the scenes move in ultra-fast speed. Just what you would want in real life.
Creative agency: The Creative Studio
Production house: Yellow Duck (Cairo)
