It's Only Natural To Love It!

About the client:
Ensan [Human in Arabic] is a Saudi Non-Profit Organization that provides holistic care for orphans in-need and their mothers; from providing a home for the family, along with appliances, bill-payments, maintenance and renovation; to other necessities such as health-care, education, extracurricular activities, clothing, groceries, and so on.

About the idea:
When developing a concept for Ensan, we thought about what Ensan, an organization strongly associated with the country, does for the orphans, and thought, it only makes sense to absolutely LOVE this country for what it does. That's when the idea hit us! The Official theme for the Saudi National Day 95 is "عزّنا بطبعنا" roughly translated as "We take Pride in Our Heritage."
However, the word "بطبعنا" has different meanings according to context. In this example it means heritage, but it could also be used as an explanation. "بطبعي = It's in my nature." or "It's only natural."
That's when we connected the dots, and came up with a follow-up to the official theme as a tagline, and refer to this land both in the song lyrics and the tagline, to say "We're proud of our heritage, and it's only natural to love this land." -- The Arabic version is MUCH smoother.