2020/2021 Winners & Shortlists

Background

As a Saudi local brand, the notion of identity is one that touches the brand’s core values. Maestro has been framed as the local champion among Saudis, a local champion that speaks to them, just by being Saudi. The brand’s purpose and the main objective is to fuel Saudis thirst for their identity. For Saudi National Day, the task at hand was to portray Saudi identity in its greatest glory. Maestro wanted to go further than just being relatable by being a Saudi brand. They wanted to offer them moments that capture their true essence in a time of change. Maestro wanted to reignite the deep-rooted sense of identity.

Describe the creative idea / insights (30% of vote)

Providing answers to the question of identities diffusion among Saudis took us on a journey in a time machine. Back when great past legacies have lived, we summoned their memories. After much research, we selected ten individuals who symbolize Saudi morals. Compassion represented in the Ma'ashi al-Theeb and Mudhi al-Bassam, the nobility of the Shamma brothers, the love of one's land in Khamis bin Ramthan, one's magnanimity in Tyour Shalwa, the strength in the warriors Ghalia Baqmiya and Shamrani, the bravery of Jelhami, and the passion and innovation in Omar and Al-Tami. Ghazi AlQusaibi known most as one of the nation's greatest leaders came back to life musically through his words as he himself brought those legacies back to life.

Describe the strategy (20% of vote)

While Saudis are flooded with Saudi National advertisements during the month of September, they are also on the look for them. Saudi National day has been framed as the Super Bowl. Launching the campaign on Saudi National day was the most appropriate way to speak to our target audience - Saudi young adults mainly who are mainly active on social media and pay more attention to it than traditional forms of media. We wanted them to be part of the conversation using Twitter supported by the hashtag #نحن ـ منها and a microsite to fuel their thirst for extra content

Describe the execution (20% of vote)

we start with the consept then the research then the music then publishing on social media plat forms

List the results (30% of vote)

Maestro’s ask to break internet during Saudi National Day was a difficult ask, but it happened. Seen by a whopping 10+M, 28M impressions, 14.5M video plays and 1.5M engagement rates across our social media platforms. The video represented the target audience’s true identity. The chosen induvial showcased in the video were the talk of real gatherings as much as it was alive on social media. Saudis were singing the song in cars, homes and schools, while others have called for this song to be made a new national anthem.