"Fus'ha" is an integrated advertising campaign promoting the Riyadh Traditional Games Festival

300 Years of Creativity – Heritage Inspires. Creativity Leads the Future.

This campaign is part of the celebration marking the 300th anniversary of the founding of the First Saudi State in 1727, under the theme "300 Years of Creativity – Heritage Inspires. Creativity Leads the Future."
It celebrates three centuries of Saudi history, cultural heritage, and national identity, drawing inspiration from the Kingdom's enduring legacy and its journey of ambition, development, and renewal. Through contemporary creative expressions, the campaign connects the richness of the past with the aspirations of the future, highlighting how heritage continues to inspire new ideas and creative perspectives.
About the Project:

"Fus'ha" is an integrated advertising campaign promoting the Riyadh Traditional Games Festival. It brings back the atmosphere and memories of childhood through traditional games that have long been part of Saudi Arabia's social and cultural heritage.

The concept revolves around rediscovering the joy of simple play through familiar childhood activities such as hopscotch, spinning tops, kites, marbles, and skipping ropes, transforming them into a visual experience that celebrates collective memories and introduces traditional play to new generations.

The visual direction combines black-and-white imagery of traditional Saudi architecture with vibrant, colorful elements inspired by folk games, creating a visual connection between past and present. Playful paths and traditional game objects become dynamic graphic elements that connect the compositions, bringing together nostalgia and contemporary creativity.

The campaign aims to highlight traditional games as an essential part of Saudi cultural memory while encouraging intergenerational connections through an engaging recreational experience that presents heritage in a fresh, contemporary visual language.