Youth = Future. Youth = Change.

Saudi Arabia is a country with a very young population going through very rapid change.

In 2021, we were tasked with creating a campaign to celebrate the 93rd Saudi National Day. Amongst a sea of Saudi Day campaigns that looked back at Saudi Arabia's relatively short history, I Am the Change stood out by reflecting on the present and focusing on the future. We picked 5 young Saudis making waves in their own way and let them tell their own stories in online video, social and OOH throughout the kingdom.