Homegrown car booking service Careem wanted to raise awareness and promote app downloads in the UAE with an edgy brand campaign that adapted an above-the-line client idea into video. Careem’s suggestion of calling out their closest competitor with a ‘Better than _ _ _ _’ tagline was made even edgier by LMTD’s suggestion to add more letters into the mix. Coupled with a crunching classic rock soundtrack, the animated video we created for Careem communicated their key USPs alongside a ‘Better than _ _ E R’ tagline. With a cheeky wink concluding the messaging, the car booking app revealed that its services were now ‘Better than Ever’, and provided first-time customers with a unique promocode.