Here is Campaign Middle East’s annual round-up of selected Work from the Kingdom in its Saudi Arabia Report.
This year’s selection highlights campaigns that tapped into humour, fandom, Ramadan rituals, self-expression and everyday Saudi insights to connect with audiences in culturally relevant ways. Here is the 2026 round-up of some ‘made-for-Saudi, by-Saudi’ campaigns, featuring work from Flynas, Saudi Aviation Club, Holsten, KFC Saudi Arabia, Golden Chicken, Arabian Oud, Riyadh Season, Ring by Amazon, Doritos and Vaseline – Unilever Arabia.
> > Find My View
Client: Flynas
Agencies: VML Riyadh, Blue Elephant
Developer: Rattel
As part of the campaign, Flynas gave its customers the power to choose more than a seat number. The flight carrier launched ‘Find My View’ as the world’s first intelligent, AI-driven seat selector that lets every passenger choose their preferred view before they fly. Landmarks, coastlines, mountain ranges, sunrises and sunsets were all calculated by the technology using flight time, direction and weather conditions. Passengers were invited to decide not only where they want to sit but what they want to see. Travellers could browse authentic photos captured by previous passengers from specific routes, creating a living gallery of real views and real moments.
> > Sand & Fun 2025
Client: Saudi Aviation Club
Agency: Bold Influence
Saudi Aviation Club built its Sand & Fun 2025 campaign with the intention of repositioning the event from a niche aviation showcase to a broader lifestyle platform that also caters to mainstream audiences, particularly focusing on families and youth. The club leveraged an influencer strategy to bring the change to life that featured a curated mix of regional and international content creators spanning aviation specialists, lifestyle and mass-reach voices to reach 50 million views.
>> Georgina’s Favourite Treat
Client: Carlsberg
Agencies: M+C Saatchi Group Middle East, Dentsu, Boho Films
Premium malt beverage Holsten, a Carlsberg brand, partnered with Georgina Rodríguez, an international social media celebrity, style icon, model and entrepreneur, to launch a campaign designed specifically for Saudi Arabia. The campaign drew on deep cultural relevance and local consumer insight to take on a hyper-local and humorous approach.
Featuring a neighbourhood baqala run by ‘Rajeev’ that sells Holsten, the hero video plays up a rumour that Rodríguez visits the baqala every Monday to pick up her ‘favourite treat’ – a bottle of Holsten. The rumour spreads across Riyadh, humorously tapping into the power of word-of-mouth, anticipation and celebrity fandom until it all culminates in a surprise appearance by Rodríguez.
> > Om Bdr: The 12th Ingredient
Client: KFC Saudi Arabia
Agency: TBWA\RAAD
KFC Arabia tapped into a viral TikTok moment that saw Saudi users sprinkling Srar Hail, a spicy seasoning by local cook Om Bdr, over KFC chicken. Instead of simply jumping on the trend by creating the product, the brand partnered with Om Bdr to bottle her seasoning as the brand’s ‘unofficial 12th herb and spice’, turning the cultural phenomena into a limited-edition menu item that honoured its creator.
The execution took a step away from the usual playbook entirely. The partnership was driven in the KFC stores and Saudi news outlets and was amplified by more than 35 local creators, and Om Bdr herself.
> > How much time is left?
Client: Golden Chicken
Agencies: Ability, VIP Films
The campaign was inspired by the colloquial Ramadan phrase (‘How much time is left?’), which is a common question heard every year before Iftar, before guests arrive and before Suhoor.
The consumer insight that inspired the campaign showed that the phrase is a universal Ramadan expression across Saudi and GCC homes. It can sound playful, impatient, excited or emotional, but it always reflects shared anticipation.
> > La Ani Al Asas Waban Fi Kol Makan
Client: Arabian Oud
Agencies: Leo Burnett KSA
Through the Yaqoot campaign, Arabian Oud targeted Gen Z females with a repositioning that moves away from traditional perfume imagery. Created with the aim of breaking the perfume brand’s perception as old and traditional, the campaign focused on young Saudi women and their self-expression. It was created as a movement that celebrated identity, courage and authenticity, tapping on the insight that Gen Z loves to show up as an expressive and unfiltered version of themselves. Launched as an integrated campaign, the rollout spanned online and on-ground touchpoints that emphasised the brand’s messaging around self-acceptance.
> > Try Not to Enjoy It
Client: Riyadh Season
Agency: BigTime Creative Shop
The film placed KSI and Speed against each other in the ‘Try Not To React World Championships’ as they attempted to hide their happiness while sampling everything Riyadh Season has to offer. As they experience the various offerings of the Riyadh Season, from the Boulevard World and the boxing arena to the Boulevard City and The Joy Awards, they find it incredibly hard to keep their emotions in check.
The duo face heart-thumping experiences and more, as they naturally lose control amongst all the fun. The spot was further boosted with a surprise cameo from MrBeast to connect better with the Gen Z audiences.
> >Keeping You Close to What’s Important
Client: Ring by Amazon
Agency: Kijamii
As part of its debut campaign in Saudi Arabia, Ring by Amazon repositioned the smart doorbells as a vital everyday companion – one that delivers peace of mind, convenience, and emotional connection in the context of modern Saudi life. Drawing from Saudi consumer and culture insights, the creative strategy consciously steered away from fear-based messaging.
It focused on small, familiar interactions such as a child arriving home or a visitor at the door, positioning the camera as a means of connection and convenience within daily life rather than as a security device.
> > Crunch the Norms, Long Live Triangles
Client: Doritos
Agencies: FP7 McCann Riyadh, Craft
The campaign was created with the aim of challenging the Gen Z’s stereotypical labels of being lazy and entitled and showcasing their qualities of individuality and self-expression. To do this, the spot leveraged a narrative that showcases Doritos’ triangle as a symbol of courage and authenticity and breaking away from the ‘circles’ of conformity. The campaign invited Gen Z to embrace their edges, literally and figuratively. From visuals to voice, the campaign challenged generational labels and called on young Saudis to live boldly, loudly, and unapologetically.
> > Vaseline Ghabga
Client: Vaseline – Unilever Arabia
Agencies: Team Reactivate, PHD, Mumkin
The campaign, a four-part series, leverages Ghabga – a gathering typically filled with food, laughter and unfiltered conversations. The show was designed to feel like a live experience, mirroring the unpredictability and warmth of a real Ghabga. With Vaseline Ghabga, the brand set out to capture this feeling and turn it into something people could experience beyond their own circles. The brand was woven into the experience through context and conversation, particularly around hydration, a concern that naturally becomes more relevant during Ramadan, allowing the brand to stay authentic to the moment without interrupting it.
