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Saudi Work: Evolving narratives of advertising and marketing

Campaign Middle East features a Saudi Work section which includes a selection of some made-for-KSA campaigns for this year. 

From innovative digital strategies to culturally resonant creative executions, these campaigns highlights the evolving narrative of advertising in Saudi Arabia, reflecting both the unique challenges and boundless opportunities in this dynamic market.


Client: Abdul Latif Jameel Motors (Toyota)

Agency: Serviceplan Experience

The Ramadan campaign from Serviceplan Arabia and Abdul Latif Jameel Motors – Toyota takes a different approach to the Holy Month. Set in the corniche of Saudi-city Khobar, the ad takes a more comedic approach while maintaining the spirit of Ramadan and generosity.

Departing from typical family-centric themes, this year’s spot delves into communal experiences during Ramadan. The focus on Al Khobar’s Corniche celebrates Saudi Arabia’s culture, while the narrative and direction aims to capture tradition and diversity in the film, showcasing the spirit of Saudi culture in an authentic way.


Client: Riyadh Season / General Entertainment Authority

Agency: BigTime Creative Shop

The 5 vs 5 fight card is a unique and revolutionary concept that has generated significant speculation and excitement across the boxing world. It puts Queensberry and Matchroom, two of Britain’s finest boxing stables who share a fierce rivalry, on a collision course for June 1st.

Frank Warren and Eddie Hearn secretly selected five of their most thrilling, high-profile fighters across each division, keeping the names hidden until a press conference just days before the event. Never in the history of boxing has something like this been done and it is one of the standout events on Riyadh’s calendar this year.


Client: Saudi Tourism

A recent campaign for Saudi Tourism using footballing superstar Lionel Messi reached 747 million across 92 countries in 20 languages, according to a report by CARMA. In total, the “Go Beyond What You Think” campaign garnered engagement of 84.3 million.

The campaign is anchored on the common misconceptions about Saudi Arabia, and invites audiences to experience the vibrant cultural transformation taking place across the country.


Client: Diriyah Season

Agency: UM and FP7 McCann KSA

UM and FP7 McCann KSA have collaborated to launch a regional first campaign for Diriyah Season using TikTok OOP. Turning the Saudi TikTok community into billboard stars, renowned creators captured their Diriyah Season experiences.

These moments were then shared across prominent OOH screens in Riyadh, inviting the public to join in the celebration and share their own Diriyah experiences. Since its launch, the campaign has garnered significant attention and engagement, showcasing hundreds of individuals and various experiences from Diriyah Season across strategically located OOH screens in Riyadh, including locations like Riyadh Boulevard and City.


Client: Saudia

Saudia has released a series of videos accompanied by a teaser film for its latest campaign #NextStopSaudia. The campaign boasts a total of 6 main episodes of what is touted to be the first season of the series.

The episodes are accompanied by a teaser film. The Next Stop series sees filmmakers and travel enthusiasts David and Naomi travel around the Kingdom visiting different cities.