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 annualState of the Market report^[1] highlights an alarming surge in phishing and impersonation attacks – making up a whopping 90% of cybersecurity incidents in 2024.

Aramex emphasizes three critical safety measures for customers to stay safe:

1. 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.

2. 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 @aramex.com.

3. 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.

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

Aramex has produced and published a heartwarming film during the Holy Month of Ramadan about the daily struggles of its couriers. In an unexpected twist at the end, the film respectfully raises awareness about the mental health diseases of Alzheimer’s and dementia.

Titled “Eternal Sunshine,” the film depicts the hectic days of an Aramex Delivery Champion throughout Ramadan as he races against the clock to ensure timely deliveries. Every day, the courier times his last delivery of the day at an elderly man’s apartment exactly to the time of Iftar. As the slightly confused man hears the cannon blast, he generously invites him in, so the courier doesn’t have to break his fast on the road. The courier gratefully, yet without hesitation accepts, picks up a plastic bag of takeaway food from the floor, and joins the elderly man.

This interaction repeats and becomes routine during the month. The elder man, however, seems to react in a similar way to the courier delivering a parcel and with a similar surprise when the Iftar cannon blasts. Once, the elderly man looks at the young courier as if he could faintly recognize him, but ultimately is unable to do so.

Eventually, the camera reveals a framed photograph of the two men together, indicating that they might know each other well. Set against the backdrop of the Holy Month and its hallowed traditions, the video pays a tribute to the pain that people feel when their loved ones are unable to recognize them or recollect their cherished memories because of the debilitating effect of Alzheimer’s, despite longing for the warm embrace of togetherness.

Mike Rich, Group Chief Marketing Officer of Aramex, said, “Mental health is still a taboo topic in many parts of the world. The Eternal Sunshine video draws upon this general reluctance and highlights a critical healthcare issue that needs urgent attention across the region, while underscoring our commitment to ‘Delivering Good’ in every possible way. As the region’s leading logistics company, Aramex is proud to set an example in the industry in creating more awareness around mental health conditions, and we dedicate ourselves to improving the lives of those affected by Alzheimer’s.”

The film was supported by Alzheimer's Disease International (ADI) and its national partners and member across several countries in the GCC and Middle East. Conceptualized by Aramex’s in-house creative team and directed by Shahir Sirry, Aramex’s Global Creative Director, it has already garnered more than 5 million views on YouTube and other social channels of Aramex.