#نشوفكم_فيها

Tawuniya's Saudi National Day 95 film cast its own employees as the heroes of the story, using their different dialects and customs to make the point that the country is one thing made of many. Built with agency TTP as a digital-first, single-channel push on X over five days of National Day week, aimed at everyone resident in the Kingdom, and reported at more than 5 million impressions and close to 4 million unique users.

The brief

Everyone living in Saudi Arabia during National Day week, celebrated as one country made of many dialects and customs.

What to borrow

Casting a company's own staff as the face of national unity lets a large insurer say something about the country without borrowing celebrity.