Campaign Middle East features a dedicated section called “Saudi Work,” showcasing a selection of made-for-KSA campaigns. From innovative digital strategies to culturally resonant creative executions, these campaigns highlight the evolving narrative of advertising in Saudi Arabia. The dynamic market presents both unique challenges and boundless opportunities for marketers.
Iftar Is Always Better Together
Client: Abdul Latif Jameel Motors (Toyota)
Agency: Serviceplan Experience
The Ramadan campaign from Serviceplan Arabia and Abdul Latif Jameel Motors – Toyota takes a different approach to the Holy Month. Set in the corniche of Saudi-city Khobar, the ad maintains the spirit of Ramadan and generosity while adding a comedic twist. Departing from typical family-centric themes, this year’s spot delves into communal experiences during Ramadan. The focus on Al Khobar’s Corniche celebrates Saudi Arabia’s culture, while the narrative and direction aim to capture tradition and diversity in the film, showcasing the spirit of Saudi culture in an authentic way.
5 vs 5: A Unique Fight Card
Client: Riyadh Season / General Entertainment Authority
Agency: BigTime Creative Shop
The 5 vs 5 fight card is a unique and revolutionary concept that has generated significant speculation and excitement across the boxing world. It puts Queensberry and Matchroom, two of Britain’s finest boxing stables who share a fierce rivalry, on a collision course for June 1st. Frank Warren and Eddie Hearn secretly selected five of their most thrilling, high-profile fighters across each division, keeping the names hidden until a press conference just days before the event. Never in the history of boxing has something like this been done, and it is one of the standout events on Riyadh’s calendar this year.
Go Beyond What You Think
Client: Saudi Tourism
A recent campaign for Saudi Tourism using footballing superstar Lionel Messi reached 747 million people across 92 countries in 20 languages, according to a report by CARMA. In total, the “Go Beyond What You Think” campaign garnered engagement of 84.3 million. The campaign is anchored on the common misconceptions about Saudi Arabia and invites audiences to experience the vibrant cultural transformation taking place across the country.
Diriyah Season: Turning TikTok Creators into Billboard Stars
Client: Diriyah Season
Agency: UM and FP7 McCann KSA
UM and FP7 McCann KSA have collaborated to launch a regional-first campaign for Diriyah Season using TikTok OOP. Renowned creators captured their Diriyah Season experiences, which were then shared across prominent OOH screens in Riyadh. The campaign has garnered significant attention and engagement, showcasing hundreds of individuals and various experiences from Diriyah Season across strategically located OOH screens in Riyadh, including locations like Riyadh Boulevard and City.
