Dubai-based ride hailing app Careem has released new videos as it seeks to connect the UAE's heritage with its modern image of today
Dubai-based ride hailing app Careem has released new videos to reveal the talents of local people as it seeks to connect the UAE's heritage with its modern image of today.
The company has launched a Connecting UAE campaign through a series of four mini-episodes, in which it connects eight individuals and features their talents from two different generations in music, fashion, racing and food industries.
"We are connecting the past with the present, the modern with the traditional. By bridging Emirati heritage with UAE’s modern culture, we can learn from the past and start exploring new, exciting possibilities," it said in a statement.
"It’s no secret that the UAE has gone through rapid change. After all, it is one of the fastest-growing economies in the world. This is awesome but it’s also important to remember where we came from.
"Careem was born in the UAE and we are part of its story of innovation and change. Our team here at Careem was eager to develop content that spoke to the citizens and residents of the UAE, by either showing them or reminded them of UAE's heritage," it added.
Careem said the campaign hits close to home for many of the team members behind the idea, as they have been born and raised in the UAE. They have been exposed to UAE's heritage back in the 80s and 90s and have seen the country prosper to where it is today.
One member, Reema, said: “I'm born and raised in the UAE, and it's my second home and has always been the base for Reemami, its where I started the brand's journey. I was always intrigued to look into Emirati fashion and tradition but never really had the chance to, and when Careem approached me with this idea, I was thrilled.
Established in July 2012, Careem operates in more than 100 cities across 14 countries and has created more than one million job opportunities in the region.