Saudia National Day

Client Brief

Saudia wanted to celebrate Saudi National Day with a campaign that evoked deep national pride delivered in an emotional and uniquely disruptive way where the goal was to go beyond the usual patriotic tropes and create something that truly resonated with the heart of the people.

Campaign Concept

We brought this idea to life through a powerful, emotionally charged song that captured the love and pride Saudis hold for their homeland seen through the lens of Saudia where the campaign’s distinctive art direction combined heartfelt storytelling with a cinematic visual language, transforming the airline into a symbol of unity, identity, and national connection from above.

Credit

Mohamad Bahmishan - CCO Publicis Groupe

Frederic Wehbe - Associate Creative Director Leoburnett