In 2022, we were again tasked with conceptualizing and executing a campaign to celebrate Saudi National day, honouring the heritage of the Saudi people and celebrating the bright future of the kingdom.
Building on the successes of #IAmTheChange, we created #WeAreTheChange, an evolution of the themes introduced in 2021.
This campaign zoomed out from the individuals to focus on communities in KSA that are inspiring change across the nation. Amongst a sea of Saudi Day campaigns that looked back at Saudi Arabia's history, We are the Change stood out by taking a look at the groups changing the present and looking towards the future. The campaign was launched with a film, digital OOH and social content featuring groups from all around the kingdom.
I really enjoyed getting hands-on by hand-lettering the Arabic script for our hashtag. It challenged me to understand how Arabic letters are formed and create them authentically by working alongside an Arabic colleague and writing Right to Left. We engaged Arabic illustrators and calligraphers who did incredible versions, but which all looked too slick for the handwritten, casual style we were emulating. The text was intended to look as though one of our young Saudis had written it with a marker.
Director: Stefan Hunt
Photographer: Omar Khaleel
Creative Team: Mike Outhwaite & Richard Park
Photographer: Omar Khaleel
Creative Team: Mike Outhwaite & Richard Park