Budget Founding Day

Client Brief

Budget, a global brand with over 40 years in the Kingdom and proud Saudi leadership, wanted to celebrate Founding Day in a way that broke away from the expected where the goal was to honor the occasion while highlighting the brand’s long-standing role in Saudi society without falling into the usual traditional tropes.

Campaign Concept

To mark Founding Day in a fresh and disruptive way, we developed the concept “بعيدٍ مدانا” (Reaching Beyond) by turning the car itself into a storytelling device through the rearview mirrors and body panels, we reflected Saudi Arabia’s rich history and evolution using the vehicle as a metaphor for progress, perspective, and national pride on the move.

Credit

Mohamad Bahmishan - CEO & CEO FP7McCann

Mohamad Al Ajami - Copywriter FP7McCann

Mohamad Rady - Art Director FP7McCann