Haneen Chaarawi

Chevrolet was introducing a new brand tagline “Together let’s drive” to debut with our Ramadan campaign, a time deeply rooted in family, togetherness, and shared moments.

But we learnt that most Saudi drivers spend their drives completely alone. To address this, we showed how Ramadan car rides were an overlooked opportunity to connect, from the perspective of the most overlooked seat – the middle seat.

We created a weekly Ramadan social series celebrating shared drives with loved ones starring our hero “Wastan”, the one always stuck in the middle. Our influencer-led campaign tapped into local behaviours, humor and Ramdan traditions that felt authentic to the Saudi culture.

AWARDS:

MENA EFFIES 2024
BRONZE AWARD
Selling the Best Car from the Worst Seat
Seasonal Marketing – Products
Brand Name: Chevrolet
Lead Agency: Commonwealth McCann Dubai | CARAT MIDDLE EAST

WARC AWARDS
MEA - Cultural Impact
SELLING THE BEST CAR FROM THE WORST SEAT

TIKTOK BUSINESS AWARDS
Silver Medalist
Wastan in Ramadan, Chevrolet Arabia,
Commonwealth//McCann, UAE

It’s the Creative for me Award: This award focuses on the idea and its strategy, and celebrates the brands and agencies that dared to push the boundaries of creativity with campaigns that were built TikTok-first, and showcased impactful results.

Life rarely moves in straight lines. Plans change, roads curve, and unexpected situations appear when you least expect them! But while life can be unpredictable, at least you have a car that’s built to think ahead.

The Chevrolet Captiva PHEV is designed for smart families and individuals who appreciate sleek design as much as intelligent technology. With a range of 1000+ km, it’s built to take you further while giving you the confidence to keep going. Equipped with advanced ADAS safety features, including intelligent driving assistance to help you overcome road obstacles.

Because when life throws challenges your way, the Captiva PHEV helps you outsmart them.

AU is Saudi Arabia’s largest fintech solutions provider in the self-service banking industry. It is a universe of financial technologies that connect and simplify life for businesses and consumers. They were founded in 1981 with an outdated brand identity that needed a whole new look. I worked on their new brand identity aswell as social media posts for Instagram, Facebook, Twitter and Linkedin.

This project that I created alongside Creative Director Robert Gibbs won two 2020/2021 MENA Effies in very challenging and new-age categories:

GOLD EFFIE - Media and Innovation: Existing Channel, Emerging & New Channels

SILVER EFFIE - Brand Experience: Live, AR/VR/Digital, Live + AR/VR/Digital

Children suffering from asthma often need nebulization treatments - but they are distressing experiences. Masks coming off, as kids struggle to get through the full dosage of 6 minutes, leads to half-inhaled dosages and hence, unsuccessful treatments. Parents become heavily reliant on hospitals and lack confidence in administering treatment themselves at home. So, AstraZeneca transformed the 6-minute distressing nebulization treatment into a 6-minute distracting animated content series called “Ned Adventures” that, through its lead child characters, entertained and enabled child patients to stay still, not take their mask off and get their full dosage. The idea was scaled through a digital app, helping parents carry the experience home, and through a patient ID, enabled the doctors to keep track of the children’s progress too.

SUCKERS is a limited collection of artworks that I minted on FOUNDATION APP that consists of a shell and a complex core. The core encompasses objects, worlds, emotions and behaviours and are expressed inside of the shell. The energy in a few of the cores is so intense that it makes its way outside of the shell. The identity of each sucker is expressed in both the shell and core creating a unique and personalised piece.

Reel Palestine is an annual film festival showing a selection of alternative Palestinian films in the United Arab Emirates. The not-for-profit and volunteer-based organization was set up by group of friends in Dubai in 2014 and launched its first pop-up festival in January 2015 with the purpose of showing Palestinian culture and tenacity through film, submerging viewers in the beautiful, difficult, emotional, and inspirational moments that occur under occupation. I worked on creating a new brand identity for Reel Palestine as a freelance project at the end of 2019. I introduced a new brand logo, visual style and colour palette that is more in line with the brand’s personality. This brand identity is still being used by Reel Palestine today.

Rationale I created for this brand:

Organic food is often just brushed off as being a luxury. Many believe that it is too expensive to be purchased or that it is unnecessary because it gives you the same nutrients at the end of the day.

However BFB believes in affordability and that it should be accessible to everyone yet maintaining the best quality and taste.

We should educate consumers that we are in a climate and health emergency, and the environmental impacts of all this cheap and ultra processed foods have too much of a cost in the long run for our Earth and for our health and well being.

This concept coveys accountability, sustainable production and eco awareness.

It gives consumers an insight of who BFB really are and why they do what they do.

The customers will quickly be aware that it doesn’t have to be expensive to eat organic and maintain a healthy lifestyle.

This project that I lead alongside creative director Robert Gibbs won a Gold and Silver MENA EFFIE award and a DUBAI LYNX Bronze award.

In a region where topics like mental health are considered taboo, how could we engage young Arabs in a manner that is appealing, socially sensitive and culturally appropriate?

By creating a book called Anonymous, UAE and distributing it at the Middle East Film & Comic Con, one of the largest gatherings of young Arabs in the region.

Anonymous, UAE is a selection of anonymous quotations from young Arabs who were dealing with mental health issues. We worked with 28 brilliant artists from all over the world to develop unique visuals depicting these sad but true personal statements.

The illustrations were compiled into a book with a simple introduction explaining the project and a message at the end that encouraged the reader to think about their own mental health, along with a contact page for The Lighthouse that prompted the reader to reach out should they feel the need to talk.

The design and style of the book was minimal, concise and pure. It was essential that we distilled this communication down to its most simple form and let the quotations and illustrations tell the story. 

With Cashew you can shop at your favorite stores —then, checkout with Cashew. From finding what you love, to paying over time, they make every step easy and smooth. I developed a brand identity for them that included a brand logo, visual style, colour palette and social media communication.

The Golden bag by LUGMETY food delivery app is an exciting and unique opportunity to engage with our followers and attract new followers.

The winning customers are chosen based on luck. Naturally, the number of orders they place will increase their

chances of receiving a golden bag. Since our campaign is based on chances and luck, our creative will have to communicate that in a fun and compelling way.

I developed a calendar of posts that will communicate one overarching message “Fortune Favors those who order LUGMETY” through still photography and stop motion.


These posts took over the Lugmety social media pages. Each post is crafted and built to showcase the scenarios. The scenarios are of well known acts of fortune such as fortune cookies, fortune paper game, 
dice and the claw machine and rock, paper scissors game. These scenarios emphasize the idea that to receive the golden bag you will have to test your luck.

The food and some of the objects will be spray painted in gold or will have gold paint spilled over them to 
communicate the idea of a “golden take over”

The Alhamrani group, founded in 1981 needed a logo refresh but keeping the same essence of their old brand identity. I transformed their logo and brand identity to have a more modern, sophisticated and clean look and feel.

Customers these days want to make easy decisions. There is an influx of advertising and brands out there. In order to create a differentiation you need to create a message that resonate with your audience. Always with you is a play on words as everyone has a pocket, whoever they might be. As a brand our aim is for people to spend, share and send from their pockets. This positioning will help in reminding the TG that they could do all three as their pocket (app) is always with them.

The logo design is inspired by the Saudi Sadu patterns and shapes. Each line in the logo is of the same thickness and length. The four lines are parallel to eachother without intersecting just like the lines in Sadu. We have given our lines a diagonal cut at the ends and have shifted them to emphasize the movement of the lines going to and fro to illustrate the idea of money flowing and moving between users.

FITHUB needed a new social media visual identity and content ideas for their Instagram grid. Here are a few posts that I worked on.

FITHUB focuses on an integrated approach to health and wellness. 
This luxury wellness retreat combines our philosophies which focus on strengthening the physical, mental, nutritional and spiritual elements. Disconnect from the stress of everyday life and transform through the power of strength, meditation, and holistic well-being.

When ideating and formulating the SAGP positioning, I took into account the key features of F1 as a sport and married them to key elements of historical Saudi Arabian culture, and its new vision for the future. In essence, we looked back, so as to see the way forward.

As with the F1 sport, the vision of The Kingdom is to be a shining light for the future advancements to come. In F1 it means advances in automotive science, technology and capabilities. With the Kingdom, it is the advancement of the nation, the welfare of its people and providing a sustainable environment for future growth and the broader welfare of mankind

With the above in mind, I considered – “How can I marry the two together”, in a way that is simple, memorable and meaningful the widest possible audience?

I realised that the desired message was hidden, but that it became clear, when I realised that the ancient knowledge of SADU, the vision of The Kingdom and the advanced sport of F1 share a common goal – that of Starting and Continuing Growth, or making things NEW.

Feeling negative emotions is a normal part of having a job, but regularly feeling overwhelmed and anxious is not. Constantly feeling like this can wear you down and cause serious symptoms, both physically and mentally. Therefore why is it a challenge to talk about this more openly with work colleagues ? 

Expressing how you feel often feels uncomfortable, embarrassing and shameful because of the worry of being judged as incapable, weak or less than others. We often share details of our physical lives so willingly however when it comes to mental health we try to conceal it. The stigma surrounding mental health is the biggest obstacle when it comes to speaking up. Therefore we find ourselves suffering in silence and we would rather not tell people  about how we really feel.