#DRIVEHAPPINESS
Agency: Founder's Work
We were looking at what makes inDrive different from every other ride-hailing brand. And somewhere in that research, we noticed something that had nothing to do with rides. Underprivileged children in Egypt — kids who spent most of their time in difficult circumstances — rarely got to experience what most of us take for granted. A day out. A moment of pure, uncomplicated joy. The right to be happy, even briefly.
That felt like the real brief.
So instead of a campaign about moving people from A to B, we built one about moving people from where they were to somewhere better. We partnered with Zekrayat Masr, brought the children in, and let the day happen. Rides. Activities. Laughter. Real moments nobody scripted.
#DriveHappiness came from that. Not the other way around.
A brand found a human right that wasn’t being filled. And decided to fill it.
01 / 05
“How a ride-hailing brand turned a hashtag into a day of joy for underprivileged children in Egypt.”
More work
