2019 Winners & Shortlists

Background.

Throughout the years, Saudi Arabia has been perceived as a conservative nation; closed-off from globalization and living on traditions and cultural norms. But the Saudi Arabia of today is a new story; one that holds pride in its history and heritage, yet focuses on its future and youth. In celebration of the 88th National Day of Saudi Arabia, the film unfolds a greater tale to the world; the story of its new ‘makers, shifters and shakers.” Starring the nation’s youth and following the vibrate voice of a young-female talent, the visual narrative portrays their culturally-unconventional talents and roles. Through capturing local international-football players, entrepreneurs, photographers, cooks, designers and firefighters performing their roles, the film parades the culturally-proud youth of Saudi, succeeding in globally acclaimed professions. Making new history, shifting perception and shaking global presence, the film chants its message inquisitively by showcasing their modernized and future leaders to the world.

Describe the creative idea.

A patriotic film often celebrates deeply-imbedded culture or heritage. In acknowledgement of Saudi Arabia’s 88th National day, rather than celebrating culturally-historical commonalities, we did the opposite; celebrate cultural differences that make all Saudis one at heart. Guided by a patriotic-inspirational narrative, a daring, unconventional visual approach redirects the film to become unifying platform for all Saudis. Integrating heritage with modern practices, the visual takes us from traditionally-clothed Bedouin women, to the average-Burka, all the way to the modern-international fencing champion. Portraying cultural-activities such as Ta’asheer, dancing to the modern remake by a contemporary-dressed man, the film continues to show unity regardless of difference in interest or appearance. From seeing football players from various teams unite as one-national team, the film ends with a shot of Saudi-youth portraying the diverse interests, lifestyles, social-classes, ethnicities, ages, backgrounds and styles, recognizing that despite the differences, they never fail to unite for their nation.

Describe the strategy.

The first casting-requirement was simple; Saudi nationals both genders ages between (16-50) which are our target audience. We didn’t want actors, only real people representing their true-self or talent. We were sending a real message, and needed real Saudis to do it. Initially, we sought youthful figures who are considered contributors to Saudi’s growth through excelling in various sports or talents. By contacting various official sports associations, we filmed Fencing-champion Lubna AlOmar, and actual Football and Table Tennis National team representatives, showcasing their impact and future. But it wasn’t just about global talents, it was about portraying the characteristics and heritage of every Saudi; from the oldest to the youngest. Searching cross-country, every cast member was real; Bedouins riding their camels, traditional gun-dancers, women in Burkas, cultural bands and kids of different interests/styles in their real attires. We wanted every Saudi to see him\her self in every person we highlighted.

Describe the execution.

The non-diegetic sound in narrative form led both the camera-movement and editing choices of the film. Using a cross-cutting editing technique, the film tells multiple stories of the various people featured to showcase their talents, abilities and characteristic of individuals that all impacted the Saudi’s heritage and current perception. Cutting from iconic figures to average citizens, from closed spaces with a strong backlight technique, to open spaces in streets, the desert and real homes, the film’s story is unfolded to create constant emotional highs that are maintained through the those still shots. The ideation phase and execution took 2 months and we released teasers (visuals and GIFs) on our Twitter account 2 days prior to the release of the video and we promoted it in the GCC and selective countries in the middle east on Twitter, Youtube & Snapchat ads as well as TV networks like MBC group and SBC.

List the results.

Total impressions: 4,1284,813 Total Engagement: 288,567 The video was requested to be shown in different university campuses in KSA and in main events that were celebrating national day and was recognized by top SM influencers in the Kingdom. The campaign was acknowledged by: HH Sheikh Muhammad Bin Rashid Prince Muhammad bin Nawaf -Saudi Ambassador in the UK HE Bader Al Asaker Prince Muhammad bin Bandar bin Sultan and was showcased in different Saudi embassies around the world