The Egyptian pound continues to lose value, unemployment rates remain high, and employers persist on setting unrealistic job requirements. Want a job? Prove you’ve got the experience for it. Want experience? Well, find a job! This has become a common struggle amongst Egyptians, and especially the youth. Even those with a degree and great qualifications struggle to find a job and are finding it hard to maintain their standard of living, with skyrocketing prices, leaving everyone wondering how they’ll be getting by. Careem decided to save the day and have a mass calling-out for keen full or part-time job seekers. We wanted Careem to be recognized as the ultimate job-provider, after-all all we request is a pro-active mindset, a car and a driving license.

The TVC is set in a traditional Egyptian coffee shop, which is an infamous hangout for unemployed Egyptians. The coffeeshop is full of a diverse range of potential Careem candidates, of all ages and backgrounds. A radio announcement from Careem starts playing, that catches everyone’s attention, as all of them seem to fit the newspaper-style listing. The list encompass all categories and classes of people with the nonsensical nature of the listing except those without a pro-active mindset. The ad ends with a call center number to receive applications, supported with witty billboards around the country, further poking fun at some of the ridiculous requirements.