Connecting UAE

The UAE has gone through such rapid growth in the past 50 years. From being a very basic trading port, the discovery of oil accelerated the economy and is now residence to glamorous destinations such as Dubai and Abu Dhabi. One thing the UAE has never forgotten and has always been proud of is the Emirati culture.

As Careem was born in the UAE, it’s been part of its story of innovation and change. To celebrate this, we wanted to explore Emirati culture by connecting traditional and modern UAE through fashion, racing, music and food based medium format content that lives on social channels.