Holding Founding Day
Campaign Concept:
As Founding Day became a part of the Saudi National celebration every year, specifically on the 22nd February, which is a Day that also became a public holiday in Saudi Arabia, it is celebrated annually to commemorate the enthronement of Muhammad bin Saud as the emir of the oasis town of Diriyah in 1727 following the death of his father, Saud Al-Muqrin, the eponymous ancestor of the Al-Saud family. TEN-X's creative direction envisioned a TVC narrating the essence of the Founding Day. The concept revolved around the idea that we live in the reflection of our founders. The TVC highlighted significant events and milestones in Saudi Arabia's history and their impact on contemporary life. This narrative included poetic verses, interpretations, and depictions of leadership figures. The campaign’s objective was not just to create a commercial but to create a memorable and poignant narrative that resonates with the public. This was done by honoring the legacy of the past while looking towards the future.