Uber
Thread the Joy
Role
Art Direction • Graphic Design • Animation • Video Production • Copywriting
Type of Work
Campaign
'Tis the season to thread the joy. In the cold month of December, Uber helped their riders spread the warmth to the needy by launching a campaign tailored for happiness.
Concept
Although the "ugly Christmas sweater" has embedded itself in holiday culture, the garment is unknown in Lebanese society.
This provided Uber with the opportunity to introduce the wooly attire to their riders.
The idea was to create a CSR campaign in the month of giving that would encourage customers to donate their unused clothes in return for a Christmas sweater.
Sweater Design
Uber wanted to make the ocassion extra special by offering their generous benefactors one of three specially designed sweaters as a holiday gift.
The illustrations were drawn in a cross stitch style to mimic an authentic hand woven appearance and were inspired from local culture.
Singing Reindeer
An Arabized version of the "Fala la la la, la la la la" section of the Christmas carol "Deck the halls".
Dancing Santa
Santa dancing the traditional Lebanese 'Dabkeh' while 'Dabbing'. Hence the play on words DAB-KEH (bdm-dshh!)
Jolly Snowmen
"Vous voulez de la neige?" meaning "Do you want snow?" is the name of a song written by renown Lebanese musician Ziad Al Rahbani.
Content
To kick off the campaign, anouncement posts were shared on Uber's digital platforms to encourage the broader community to spread the word.
Animated versions of the sweater illustrations were posted to entice users in selecting their favourite design.
Uber App & Blog
In order to maximize awareness, a helix card was placed in the Uber App that redirected users to a blog article which contained detailed information on the donation process and giveaways.
When the day finally arrived, customers simply had to order an 'UberJOY' for a driver to pass by and collect their used or unused winter clothing.
Reception
Demand was so high for the sweaters that all UberJOY orders were fully booked within the first hour of announcement. The happy patrons shared their new sweaters online creating user generated content under the hashtag #threadthejoy.
It surely does feel good to do good.
Background
Apart from their plentiful partnerships with local organizations, Uber Lebanon periodically collaborated with establishments and companies to make positive social differences throughout the country.
In the month of December, Uber teamed up with the NGO Arcenciel to give riders a chance to donate their unused clothes in return for a gift.
Brief
Uber requested a CSR campaign for the Christmas holiday season. The idea mechanism had to incorporate their services and digital app with the participation of the general publics.
The campaign would be based online, therefore marketing collateral for Uber's Social Media accounts, Blog and application had to be created.
Company & Title
Agency: FP7 McCann - Beirut, Lebanon
Title: Digital Creative
Credits
Petra Berbari - Senior Account Executive • Concept & Brief
Carla Aouad - Art Director • Copywriting, Ideation, Art Direction & Graphic Design
Karim A. Sallman - Digital Creative • Copywriting, Ideation, Art Direction, Graphic Design, Animation & Video Production
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This website includes work created by Karim A. Sallman for clientele based in the MENA region that were contracted by multinational advertising agencies. The published projects are for portfolio purposes only and are not intended for any form of personal monetary capitalisation. This website aims to exhibit Karim A. Sallman's professional capabilities and skill sets.
All aspects of work including corporate identity, animation, video production, graphic design, creative direction, art direction, copywriting and marketing were solely designed and executed by Karim A. Sallman unless stated otherwise in the Credits section found in the Project Info. segment placed in the footer of each project page.
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