Latest news with #ShahirSirry
Campaign ME
19-06-2025
- Business
- Campaign ME
Aramex launches AI-powered campaign to combat scam messages
With phishing and impersonation scams on the rise, Aramex has launched an AI-generated awareness campaign to help customers distinguish legitimate brand communications from scam ones. Rolled out on the company's social media platforms, the campaign uses a deliberately surreal, AI-style video to spotlight the growing issue of scam messages targeting Aramex customers across key markets, including the UAE, Saudi Arabia and Jordan. The Aramex film starts with a conventional brand introduction before glitching into AI-generated visuals: delivery drones, people with box or animal heads, and surreal scenes that blur fiction and reality. The narrator shares a warning, 'Not everything you see in the digital world is real,' and then cautions viewers about scammers pretending to be Aramex, urging them to verify official communications and avoid acting on suspicious messages. The tone of the Aramex video – equal parts cautionary and absurd – intentionally mirrors the confusing nature of scam content online. The campaign draws from the insight that impersonation scams are not only growing in number but also evolving in sophistication. According to Help AG's 2024 State of the Market report, phishing and impersonation attempts accounted for 90 per cent of all cybersecurity incidents last year – pointing to a broader shift in how fraudsters exploit brand trust to deceive consumers. Mike Rich, Group CMO at Aramex, explained: 'With scams targeting our industry growing in volume and sophistication, traditional awareness methods simply weren't cutting through the noise. We adopted AI for the creatives in a classic case of fighting fire with fire. While the campaign protects Aramex customers, it's also a broader public service initiative relevant across all industries.' With scammers increasingly turning to AI tools to generate fake emails, cloned websites and deepfake content, Aramex chose to mirror this approach in a way that exposes its dangers. Shahir Sirry, Global Creative Director at Aramex, added: 'Scammers are using artificial tactics to deceive people, so we leaned into artificial visuals to highlight just how unnatural and misleading these tactics are. The irony is intentional – and hopefully impactful.' The initiative promotes three core safety measures: verifying senders through official Aramex channels, never paying through unofficial links, and maintaining vigilance across all platforms – including social media. Since its launch, the campaign has coincided with a 28% increase in downloads of the Aramex mobile app, which the company positions as the most secure platform for tracking deliveries and making payments. The video is being supported by a wider digital campaign rollout and is available to watch across Aramex's official YouTube, LinkedIn, Instagram, X and Facebook channels. Credits Aramex Chief Marketing Officer: Mike Rich Global Creative Director: Shahir Sirry
Mid East Info
19-06-2025
- Business
- Mid East Info
Aramex claps back at scammers with AI-generated fake video campaign - Middle East Business News and Information
Fighting fire with fire, the global logistics leader leveraged AI to create an innovative 'fake vs. real' awareness campaign addressing the surge in fraudulent communications to customers Dubai, United Arab Emirates;June 2025: Aramex, the leading global provider of logistics and transportation solutions, has launched an innovative AI-generated campaign to educate customers on identifying scams. The timely social media video directly addresses the alarming rise in fraud, such as parcel delivery scams ahead of holiday season, targeting customers across the Middle East. Using AI to generate fake Aramex branding alongside authentic company materials, the campaign video teaches customers how to distinguish legitimate communications and know when they are being scammed. This innovative approach transforms a serious security concern into an engaging, educational experience that resonates with today's digitally savvy consumers. Incidents of fraud have surged across key markets – including the UAE, Jordan, and Saudi Arabia, reflecting a broader global trend affecting customers of all major brands. Aramex customers regularly receive fraudulent SMS messages, emails, and social media communications from scammers impersonating the company, often requesting payment through unverified links or soliciting personal information (phishing). In fact, cybersecurity provider Help AG's annual State of the Market report[1] highlights an alarming surge in phishing and impersonation attacks – making up a whopping 90% of cybersecurity incidents in 2024. Mike Rich, Group CMO at Aramex said: 'With scams targeting our industry growing in volume and sophistication, traditional awareness methods simply weren't cutting through the noise. With our edutaining awareness content, we hope customers can identify the scammers' red flags. We adopted AI for the creatives in a classic case of fighting fire with fire, to expose these fakes and frauds. While our campaign specifically protects Aramex customers, it is a broader public service initiative relevant across all industries, as fraudulent communication tactics remain consistent regardless of the targeted brand.' Shahir Sirry, Global Creative Director at Aramex, explained the creative rationale: 'Scammers are using increasingly artificial and fake methods to deceive customers, so we thought – what better way to highlight this than through deliberately artificial content? The irony is intentional, and hence more powerful. Businesses worldwide are grappling with increasingly sophisticated fraud attempts that exploit trusted brand relationships to deceive consumers. By sharing detection techniques and verification methods, we aim to raise awareness that extends beyond our own customer base.' Aramex emphasizes three critical safety measures for customers to stay safe: Verify:Always verify that communications come from official Aramex channels before taking any action. Check sender details, official website links, and contact information against verified company sources. Payment Security:Never pay for services through links received via unverified SMS or WhatsApp messages. Ideally, always use the official Aramex mobile application for secure transactions and emails must originate from @ Stay vigilant:Apply the same verification standards to social media competitions and promotions. Legitimate campaigns will always be verifiable through official Aramex social channels. Since the video aired, there has been a 28% surge in downloads of the official Aramex mobile application, which provides the most secure method for tracking shipments, making payments, and accessing customer services. The AI-generated awareness video is now available across Aramex's official social media channels and will be supported by a comprehensive digital marketing campaign throughout 2025.
Campaign ME
10-03-2025
- Entertainment
- Campaign ME
Aramex's ‘Share The Light' collects more than 17m views in first nine days
With a whimsical and hopeful Middle Eastern twist to the classic western film format, Aramex's latest ad spot as part of its Ramadan 2025 'Share The Light' campaign has crossed 17 million views and counting. Titled 'Between Two Alleys' the campaign's hero film hopes to share a poignant message of finding unity amidst diversity. Set in a timeless Middle Eastern city, the video follows two elderly neighbors, each preparing to welcome Ramadan by stringing up festive lights in their adjoining alleys. However, from the first seconds a rivalry becomes clear and starts building up. As the lights intertwine, so do their stories. The two men compete over who does a better job in decorating their respective alleys. As the competition reaches its climax, the two realise that what they both worked towards the same goal; a beautifully decorated neighborhood, that benefits the entire community. It is then gently revealed that they belong to different faiths, yet celebrate the shared traditions of the season together. 'Ramadan carries a message that transcends borders; a message of peace, reassurance, and hope. At Aramex, our purpose goes beyond logistics; we are committed to 'Delivering Good' and strengthening the communities we serve,' said Mike Rich, Group CMO at Aramex. 'The overwhelming response to 'Share the Light' reaffirms the power of simple, meaningful gestures in bringing people together. We are delighted that once again our attempt to bring people together during a special time of the year has been warmly embraced by the communities we serve.' Rooted in a time-honoured tradition, symbolising the joy and gratitude experienced during the Holy Month, the campaign underscores Aramex's belief that the Holy Month is a time for bridging differences, fostering togetherness, and illuminating the world with acts of goodwill. The whimsical campaign was conceptualised in-house by Aramex's creative team. Shahir Sirry, Global Creative Director at Aramex, and director of the film said: 'Every day, Aramex connects hundreds of thousands of people across the globe, bringing them closer through its delivery services. With this Ramadan campaign, we wanted to inspire people to bridge what can feel like a million-mile distance of cultural and religious differences — even when they live just down the street from each other.' Audience sentiment around the 'Share The Light' ad spot has been overwhelmingly positive with users commenting, 'Amazing!!' and more. The film was shared across Aramex's social media accounts on YouTube, Instagram, LinkedIn and Facebook on 28 February, 2025. Credits: Aramex Chief Marketing Officer: Mike Rich Global Creative Director: Shahir Sirry Concept and script: Ibrahim Alkhawaldeh, Thando Solundwana, Rizek Freiji, Shahir Sirry Copy: Omar Arafa, Thando Solundwana Art Director: Ibrahim Alkhawaldeh Graphic Designers: Abdulbari Solomon, Yousef Eid Multimedia Designer: Mykyta Cherkasov, Dylan Matthews Global Marketing Director: Daniel Nuss Regional Marketing Senior Executive: Megan Coutinho Marketing Team Egypt: Mohammed Khaled, NourAldeen Zayed Content Marketing Specialist: Trinisha Vandeyar Paid Media Manager: Adrian Tyler Production House: CineGate Director: Shahir Sirry Executive Producer: Omar Sami Producer: Ahmed Mazhar Director of Photography: Daniel Trapp Editor: David Zavadescu @Coldcutz Colorist: Dan Mitre @DMM Music Composer and Sound Design: Hussein Sami Trinity Operator: Mohamed Ezz El-Arab Drone Operator: Islam Shana, Mahmoud AlSaeedy 1st Assistant Director: Amjad Al-Mal Production Manager: Mahmoud Sokar Costume Designer & Styling: Shaimaa Ahmed Casting: Ahmed Weta, Ahmed Mohy, Hamdy Abo ElYussr @ Challenge Casting Head of Production: Tawfik Omran Site Manager: Medhat Mostafa Production Coordination: Alaa Hesham, Ahmed Abdel Moneim, Amr Mahmoud, Ismail Abdel Basset, Medhat Youssef, Mostafa El-Sawy, Islam Gamal, Bandaq, Badry Farouk, Mazen Mohamed Production Designer: Mohamed 'Momo' Mohsen Asst. Art Director: Gehad Goudah Focus Puller: Moamen Hamdy Gaffer: Big Disha Light 2nd Assistant Director: Tarek Alaa Actors: Salah Bibawi, Sayed Salah, Tamara Ahmed, Haitham Abdel Shihab, Omar Khaled Gamal, Fawzia Mohamed, Rawda Abdel Hamid
Zawya
10-03-2025
- Entertainment
- Zawya
10mln views and counting: Aramex delivers hope and harmony this Ramadan with viral ‘Share the Light' campaign
The campaign's poignant message of finding unity amidst diversity racked millions of views across Aramex's social media platforms within the first five days of being launched. Dubai, United Arab Emirates: Aramex, the leading global provider of logistics and transportation solutions, has unveiled its uplifting Ramadan campaign, 'Share the Light,' inspiring communities to embrace unity, kindness, and the shared joy of the Holy Month. With a message that transcends cultures and borders, the campaign has already struck a deep emotional chord, racking up more than 10 million views across Aramex's social media platforms in the first 5 days. At the core of the campaign is the lighthearted short film, 'Between Two Alleys', a beautifully crafted story that captures the essence of the Holy Month. Set in a timeless Middle Eastern city, the video follows two elderly neighbors, each preparing to welcome Ramadan by stringing up festive lights in their adjoining alleys. However, from the first seconds a rivalry becomes clear and starts building up. As the lights intertwine, so do their stories. The two men compete over who does a better job in decorating their respective alleys. As the competition reaches its climax, the two realize that what they both worked towards the same goal; a beautifully decorated neighborhood, that benefits the entire community. It is then gently revealed that they belong to different faiths, yet celebrate the shared traditions of the season together. Rooted in a time-honored tradition, symbolizing the joy and gratitude experienced during the Holy Month, the campaign underscores Aramex's belief that the Holy Month is a time for bridging differences, fostering togetherness, and illuminating the world with acts of goodwill. The whimsical, yet heartwarming, campaign was conceptualized in-house by Aramex's creative team. Mike Rich, Group CMO at Aramex, said: 'Ramadan carries a message that transcends borders; a message of peace, reassurance, and hope. At Aramex, our purpose goes beyond logistics; we are committed to 'Delivering Good' and strengthening the communities we serve. The overwhelming response to 'Share the Light' reaffirms the power of simple, meaningful gestures in bringing people together. We are delighted that once again our attempt to bring people together during a special time of the year has been warmly embraced by the communities we serve.' Shahir Sirry, Global Creative Director at Aramex, who directed the campaign film, said: 'Every day, Aramex connects hundreds of thousands of people across the globe, bringing them closer through its delivery services. With this Ramadan campaign, we wanted to inspire people to bridge what can feel like a million-mile distance of cultural and religious differences — even when they live just down the street from each other.' This campaign underscores Aramex's commitment to corporate social responsibility and its ongoing efforts to create a more sustainable and connected world. Watch the 'Share the Light' campaign video on YouTube, Instagram, LinkedIn, Facebook, and X. Credits:
