First Gulf Company (FGC), a Saudi organisation proudly contributing to Vision 2030, has launched a social-first media campaign to celebrate Saudi National Day in partnership with its creative agency of record, TBWA\RAAD, which conceptualised and executed the campaign.
As one of the Kingdom’s leading systems integration companies, First Gulf Company aims to be at the heart of projects that preserve heritage, connect communities and deliver innovative solutions at scale.
The latest ‘We Shape the Future’ campaign links the company’s iconic projects to the core pillars of this year’s Saudi National Day: authenticity, vision, ambition, generosity, exceptional giving and showing up for others.
The objective of the campaign was to celebrate Saudi National Day in a way that connects FGC’s work to the values of the Kingdom. The agency’s brief was to highlight FGC’s contributions to Vision 2030 and national progress, while keeping the focus on national pride, heritage and future ambition.
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The campaign was designed as social-first, rolled out primarily across LinkedIn, X (formerly Twitter) and Instagram to reach stakeholders, partners and wider audiences online.
It included video edits, static posts, and project-focused stories that linked FGC’s work to the six Saudi National Day pillars.
Social-first allowed the campaign to be nimble, impactful, and shareable. By using digital platforms, FGC was able to speak directly to both its professional stakeholders and a broader audience, reflecting the campaign’s dual goal of celebrating national pride and reinforcing FGC’s role in Vision 2030.
As such, FGC targeted government stakeholders, industry peers, business partners and the wider Saudi public through this campaign. The brand aimed to strengthen the brand’s reputation with decision-makers while also inspiring pride among employees and citizens who benefit from the projects.
For FGC, this campaign was meant to be more than a celebration of Saudi National Day. It aimed to be a reminder of how far the Kingdom has come, and a recognition of the part we play in building what comes next.
By enabling the systems that power daily life and supporting the projects that drive Vision 2030, FGC intended to help carry forward the values, pride, and ambition of a nation that never stands still.
The campaign’s success was was measured in terms of engagement on social platforms, visibility among decision-makers and industry partners, and positive internal sentiment from employees proud to see their work connected to the spirit of National Day.
CREDITS:
Client: First Gulf Company (FGC)
Nezar Ridha AlShurafa, Marketing Director, First Gulf Company
Layla Mohammed Alyo, Marketing Manager, First Gulf Company
Tala Adada. Marketing Executive, First Gulf Company
Agency: TBWA\RAAD
Dan Leach – Managing Director TBWA\RAAD
Rana Taraby – Social Media Director TBWA\RAAD
Mohamed El Solh – Account Manager TBWA\RAAD
Karen Abi Saab – Social Media Strategy Director TBWA\RAAD
Lucy Elder – Associate Creative Director TBWA\RAAD
Madhawi Alrefaei – Senior Arabic Copywriter TBWA\RAAD
Alex Holstein – Senior Art Director TBWA\RAAD
Julian Sanchez – Senior Designer TBWA\RAAD
Natalie Quime – Art Director TBWA\RAAD
Faheem Razi – Designer TBWA\RAAD
Youssef Mostafa – Senior Art Director TBWA\RAAD
