Uber
Happy to be Independent
Role
Art Direction • Graphic Design • Animation • Copywriting • Social Media Video Production
Type of Work
Campaign
Although most Lebanese tend to seek their future abroad, there are some that remain and succeed.
Rationale
Lebanon has endured turbulent times since its independence that persist to this day. Whether it is political unrest, economical turmoil or bloody civil war, the Lebanese have remarkably managed to persist through it all.
Many have fled abroad to seek better lives but some have remained in the hope of achieving their ambitions and seeing brighter days. This is a stark reminder to why Lebanon gained its independence in the first place - to provide a sovereign future for its people.
Concept
The title of "Happy to be Independent" is derived from the fact that Lebanese secured their freedom for a reason, lest they forget it. Although times are hard, opportunities are still everywhere and there is still a place to call home.
The campaign intends to pay homage to the resilient Lebanese spirit and aims to inspire others to attain their goals regardless of life's hurdles.
The campaign focused on the stories of three local entrepreneurs who found their oppurtinity in Lebanon.
Entrepreneurs
Content & Collateral
An integrated media campaign was developed which utilised the Uber App, Blog and Social Media channels.
Short Films
Three 40 second films were shot on location to shed light on the entrepreneurs, their journey and their respective businesses.
These served as the main pieces of media and were advertised online to promote the local businesses.
Social Media
Material was posted organically across Uber's Social Media channels and pushed as paid content.
Collateral included announcement posts and stories that prompted users with call-to-actions.
Blog
Social media ads and in-app helix cards were used to connect customers directly to the Uber blog.
This thoroughly convered the visibility of the campaign while increasing the reach of look-alike and existing audiences.
Background
One of Uber's many CSR campaigns, "Happy to be Independent" was launched in commemoration of Lebanon's 75th Independence Day.
The campaign intended to shed the limelight on young entrepreneurs who achieved their goals regardless of the volatile environment of Lebanon.
Brief
Uber requested an awareness campaign for Independence Day that would differentiate it from the generic ideas other companies tend to produce on the national occasion.
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
*Unknown Freelancer* - Production House • Production, Filming, Video Production
Petra Berbari - Senior Account Executive - Research, Logistics
Karim A. Sallman - Digital Creative • Concept Development, Copywriting, Art Direction, Motion Ideation, Graphic Design, Animation, Social Media 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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