Campaign Middle East features a monthly Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns.
This month’s review is by Sevgi Gur, Chief Marketing Officer, Property Finder.
Tawuniya: Saudi in Identity, Heart and Spirit
This is a solid, culturally grounded piece of work that understands both the moment and the platform well. Instead of defaulting to a generic National Day greeting, Tawuniya leans into unity through difference, which feels authentic.
Putting employees at the centre of the story is a strong choice – it humanises the brand and allows it to play a more participatory role, rather than something that feels forced. That said, while the campaign is emotionally resonant, it sits within the category norm for National Day communications. It doesn’t push the brand into new territory or leave a sharply differentiated brand takeaway beyond goodwill.
The insight is strong and highly relevant, with a clear strategic intent behind the campaign. Consistency is another key strength – the same message and tone across touchpoints help the idea land more clearly and effectively. I see an opportunity to push beyond awareness. ‘We Got You’ is warm and empathetic, but not yet distinctive; any brand in the category could make the same claim. What it doesn’t fully answer is what Justlife understands or delivers better than others.
This is a strong, culturally relevant idea that uses the GITEX stage well. Turning a tech showcase into a moment of self-reflection is unexpected and intelligent. It feels brave to challenge screen addiction at a technology-led event – and that tension is what makes the work stand out. The question it leaves you with is not about the next device, but about responsibility and balance, which feels like a more meaningful role for a brand like this.
By Sevgi Gur, Chief Marketing Officer, Property Finder.
