Diriyah Season Launch Campaign

Client Brief

For its second edition, Diriyah Season was repositioned by DGDA as a celebration of Saudi culture in its purest and most elevated form where the goal was to launch the season in an epic, emotionally resonant way revealing its culturally rooted programs lineup with depth, beauty, and national pride.

Campaign Concept

Inspired by the brand’s original tagline "من ها الأرض", we developed the concept “أرض تريوك” a poetic call to all cultural enthusiasts at the heart of the campaign is a stirring original song performed by renowned Saudi artist Rasheed Al Fares and narrated through the eyes of a young girl guided by a majestic Saudi knight on horseback through Diriyah Season’s diverse programs, bringing to life the richness, wonder, timeless beauty of Saudi heritage in a cinematic and story-driven reveal.

Credit

Mohammad Bahmishan - CEO & CCO FP7McCann

Alaa Ghaazi - Creative Director FP7McCann

Saad Alruwaili- Associate Creative Director FP7McCann

Mohammad Alajmi - Copywriter FP7McCann