Rawabi Holding

A Nation of Faith, Heritage, and Innovation

Agency: Popcorn Creative Agency

Makkah - Before

Makkah - After


The campaign consists of two videos that showcase the history and achievements of Saudi Arabia from its founding to its present. The first video features individuals who contributed to the Saudi Founding Day with their activities in the country, such as building, farming, teaching, and defending. The video ends with the voice of a baby, symbolizing the birth of the Kingdom of Saudi Arabia as the third country. The second video begins with the baby’s face, revealing that he is the narrator of the story. The video then takes the viewer into the baby’s eye, where he witnesses the progress and success of the country "before and after". The video highlights the development of Riyadh, the capital city, as well as other aspects of Saudi culture, such as religion, art, education, sports, and technology. The video then zooms out of the baby’s eye, showing that he is now 93 years old and still healthy. He is surrounded by people who represent the nation of Saudi Arabia in a proud and strong way. They stand next to each other, holding the Saudi flag and celebrating the National Day. The campaign aims to honor the legacy of Saudi Arabia, and to inspire the current and future generations of Saudis to continue its vision.

The campaign was followed by an exhibition at the client’s tower that featured some of the historical and cultural artifacts that were shown in the videos, such as photographs, paintings, documents, and costumes. The exhibition was designed to create a connection between the campaign and the audience, and to provide a deeper insight into Saudi National Day

This professional campaign titled 'A Nation of Faith, Heritage, and Innovation' was published in Saudi Arabia in February, 2022. It was created for the brand: Rawabi Holding, by ad agency: Popcorn Creative Agency. This Audio, Digital, and Print media campaign is related to the Industrial, Agriculture, Music, and Other industries and contains 16 media assets. It was submitted 7 months ago.


Agency: Popcorn Creative Agency, Jeddah, Saudi Arabia
Client: Rawabi Holding
Producer: Khalid Albaity - @k.albaity
Director: Ahmed Dunbgh - @m3gb
Composer: Wael Hussein - @h.wael
Creative Director: Osama Zuhairi - @samzuhairi
Vocal: Haneen Saleh - @7anensaleh
Indivisual drawing Artist: Sarah Khalid - @sarah8cp
Arabic Copy writer: Aymen Zuhairi - @aymenalzoheri
Production: Admedica

English Copy writer: Faris Alharbi - @farisialharbi
Arabic Copy writer: Bushra Ghazi
Arabic Copy writer: Aymen Zuhairi - @aymenalzoheri


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