Diriyah Foundation Founding Day

Client Brief

As the rightful cultural guardian of Diriyah’s heritage, the Diriyah Foundation aimed to celebrate Founding Day in a way that was far from expected where the goal was to move beyond cliché tributes and instead tell a deeper and untold origin story one that connects emotionally and culturally with the Saudi people.

Campaign Concept

We journeyed back 600 years before Diriyah was even founded to the moment Mani' ibn Rabi'a al-Muraydi arrived from the Eastern region answering a family invitation that gifted him two lands Ghasibah and Mlibed where we reimagined these two lands as soulful personas, separated by Wadi Hanifah, yet deeply in love one the land of rule, the other of growth.

Through spoken poetry exchanged across the valley, they celebrated their longing, harmony, and timeless connection with a lyrical, symbolic story of place, origin, and destiny brought to life in a truly disruptive, emotionally rich way.

Credit

Mohamad Bahmishan - CEO & CCO FP7McCann

Alaa Ghaazi - Creative Director FP7McCann

Saad Al Ruwaili - Associate Creative Director FP7McCann