كودو.. من ربعك (One of Us)

A brand campaign built on the fact that the word Kudu has passed out of trademark and into everyday Saudi speech. The centrepiece is a documentary-style film directed by Saudi filmmaker Ali Kalthami showing the chain turning up in family gatherings and casual meetups, extended across billboards, social and in-store activations.

The brief

Saudis, for whom the name Kudu has slipped from a trademark into everyday speech.

The idea

A documentary-style film by Saudi director Ali Kalthami catches Kudu turning up when families and friends get together, then carried onto outdoor, social and in-store work.

What to borrow

When customers have folded a brand name into daily language, the campaign can simply point at that habit as proof of belonging.

Brand	Kudu
Agency	VML
Talent	Ali Kalthami
Channels	OOH, social, in-store
Source	Communicate Online