NEOM We Are The Change
Change 2.0
For 2022, we were again asked to create a campaign to celebrate Saudi National day that would heritage of the Saudi people and celebrate the bright future of the kingdom. Building on the successes of #IAmTheChange, we created #WeAreTheChange, an evolution of the themes introduced in 2021.
We zoomed out from the individual level 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 highlighting the groups changing the present and looking towards the future.
All together now.
The campaign was launched with an online film, digital OOH and social content featuring groups from all around the kingdom, including the National women’s football team, a female-led rally race team, a skateboarding collective, a group of young scientists and a band of musicians.
Write to left.
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.
Director: Stefan Hunt
Photographer: Omar Khaleel
CCO: Brad Reilly
CD: Alex van Rensburg
CW: Richard Park
AD: Michael Outhwaite