Within the dynamic landscape of Saudi Arabia’s logistics industry, one brand stands out as a National Logistics Champion, striving to connect the nation to the world.
SAL (Saudi Logistics Services), is determined to deliver world-class logistics solutions, fuel sustainable growth, and leave an indelible mark on nation’s development.
In their campaign titled ‘Delivering Impact,’ SAL has redefined the perception of logistics.
Rising from Obscurity
Emerging from the colossal Saudia Group back in 2019, SAL faced significant challenges at its birth, primarily due to its lack of brand awareness.
The nature of their work as a B2B & B2G logistics company meant they operated behind the scenes, ensuring seamless product delivery while going unnoticed.
However, SAL recognized this as an opportunity for transformation.
Their campaign ‘The Unsung Hero’ unfolded, aligning with their slogan of ‘delivering impact’ and illuminating the crucial role played by logistics in shaping Saudi Arabia’s economic growth.
Unleashing the Hero
‘The Unsung Hero’ campaign serves as both a spotlight and celebration of SAL’s vital contributions to people’s daily lives and the nation’s progress.
Through an innovative multi-channel approach, combining powerful film, captivating outdoor prints, and an engaging social media presence, the campaign captures the attention of creative minds and the wider populace alike.
Intertwining Everyday Lives
Logistics silently shape our existence, enabling seamless access to fresh produce, meats, medicines, manufacturing, entertainment, culture and more.
In the campaign, SAL emerges as the uncelebrated hero, weaving the threads of progress and economic prosperity across diverse sectors, nurturing dreams, and aspirations.
It’s a revelation—a reminder that SAL is the heartbeat behind every day experiences, showcasing how, in every sense, SAL truly Delivers Impact.
A Cinematic Tribute
‘The Unsung Hero’ campaign portrays the employees as the driving force behind SAL’s success in a captivating and emotionally charged cinematic tribute.
Through storytelling and visuals, the campaign accentuates the significance of the employees’ contributions and their emotional connection to our everyday existence.
The striking red tone, a symbol of SAL’s unwavering presence, is consistently used throughout the film, reinforcing the brand identity, and showcasing the employees as the unsung heroes within the logistics landscape.
The films also provide an exclusive glimpse into the intricacy and sophistication of SAL’s logistical operations, imbued with an emotional core that resonates with all.
Delivering Impact
In a strategic move, SAL’s campaign resonates not only with the B2B sector but also with the wider local Saudi Arabian community.
It sheds light on the company’s behind-the-scenes heroism, delivering a powerful message about its commitment as an integrated part of society.
By magnifying the importance of logistics through showcasing the diverse forms and impact of the products they handle, SAL positions itself as the driving force that continuously propels the nation forward.
From its humble beginnings to becoming a key player in Saudi Arabia’s economic transformation, SAL’s journey inspires and resonates with a wide range of stakeholders.
The campaign ‘Delivering Impact’, showcases SAL’s dedication to creating sustainable value, and highlighting their profound impact on the nation’s progress.
As the campaign continues to engage and captivate audiences, the company solidifies its position as the progressive National Logistics Champion in a globally connected Saudi Arabia.
Webedia Arabia Agency Credits
Saadi AlKouatli – Executive Creative Director
Alaa Hamdar – Sr. Art Director
Hazem Kamal – Sr. Art Director
Madhawi Alrefaei – Sr. Copywriter
Fatin Baz – Strategic Planing Director
Waleed Hmeidan – Business Director
Mohammed Hijazi – Sr. Account Director
Production: Made in Saudi Films
Director: Karim Shaaban
GM/Executive Producer: Haitham Manawaty
Head of Production: Anthony Chamoun
producer.MISF: Mostafa Zaker
Line producer: Mohamed Rafik
Producer: Elie Khayat
Production Manager: Sami Karayan
Trinity Operator :Ahmed Sofyani
Focus puller: Moaz Abas
Photographer: Abdollah Almosharf
Art director: Fady Shoker
Assistant art director: Reem El shargawi
Wardrobe Stylist: Bassim Shujaat
