Aramex's 'The Undelivered' Campaign Calls for Peace in Gaza and Beyond
In a conversation with Communicate, Shahir Sirry, Aramex's Global Creative Director, passionately spoke of Aramex's video campaign that has received global attention. Directed by Sirry and launched during Ramadan, 'The Undelivered' centers on a parcel bound for Gaza that ultimately does not reach its destination.
Salam, or 'Peace' - a single word that has united various voices from 43 countries through Aramex's latest initiative.
At its heart, the video campaign shares a story of a Palestinian's attempt to send a package to Gaza. However, the parcel fails to reach his loved ones due to closed borders. The film ends with asking viewers to share messages of peace on deliverpeace.global. In response, thousands of individuals from various cultures and backgrounds posted short videos with the word 'Salam' to show support for peace in Gaza and worldwide.
The campaign has reached over 14 million views on YouTube, Instagram, Facebook, X, and LinkedIn. Influencers on Instagram have also shared the video, reaching over 10 million users. Overall, the campaign, including its website and media reports, has reached over 20 million people.
Shahir Sirry, Global Creative Director at Aramex, delved deeper into the campaign's vision.
1. What inspired the concept behind 'The Undelivered' campaign, particularly focusing on a parcel destined for Gaza?
The concept was inspired by real-life circumstances - parcels being quarantined in different hubs once the Gaza borders were closed. While working on our Ramadan campaign, we felt from the very beginning that we needed to address the situation in Palestine. As we sifted through various routes and ideas, it just didn't feel right to tell a business-as-usual or humorous story - as if nothing was happening. This is when the concept of "if we can't deliver somewhere, we will deliver a message of peace" was born.
2. How did you navigate the challenge of addressing a sensitive and complex subject like the situation in Gaza within the context of a marketing campaign?
We hold the belief that by aligning closely with our brand essence and purpose as a logistics and express company, and by transparently portraying the challenges we face in fulfilling our responsibilities during such times, we can effectively convey this message of peace. While the story itself was fictional, it drew inspiration from real-life experiences of sending shipments to loved ones in Gaza. It was important for us to maintain the authenticity of these encounters in our narrative, thereby honoring the sensitivity of the subject.
3. The campaign emphasizes the universal message of peace and harmony. How did you ensure this message resonated across diverse audiences worldwide?
We couldn't be certain that it would resonate with everyone, however, we felt it was a risk worth taking for such an important cause. We made sure not to point fingers, but rather raise awareness about the status quo and use our platform to amplify the message.
4. Has there been any reactions or feedback from Palestinians regarding the campaign?
The response from Palestinians living in the region has been overwhelmingly positive. It's the most encouraging acknowledgment and feedback on a campaign we've received since we began advertising the brand with our in-house creative team - which is part of the marketing department. We are also glad to have received positive responses and 'Salam' greetings from over 40 countries on our deliverpeace.global website and social media.
5. Do you have any final thoughts or a message you'd like to share?
I wish more brands would use their reach to speak up and create awareness about what's happening. It is impossible to advocate for peace and a ceasefire and be on the wrong side of history. When you articulate what your brand stands for and refuse to hide behind the fear of public reaction, you prove that your brand not only has roots but also a spine.
Image Above: Shahir Sirry, Global Creative Director at Aramex
