The Kingdom of Saudi Arabia is facing economic downturns due to a dramatic drop in global oil prices and an ongoing economic recession. This created a drop in public confidence and a concern regarding the future well-being of the Kingdom’s economy.

On the occasion of the Kingdom’s National Day (September 23rd), Almarai, a leading and well respected national company, challenged the agency to create an unconventional and socially relevant way of celebrating the national day.

To create a campaign that will celebrate the Kingdom’s National Day and further leverage the local image of the brand.

To intrigue the public, we began the campaign with an on ground mystery; unbranded oil barrels placed around the country with an open ended statement “Our real petrol…”. To trigger online conversations we encouraged influencers to question the meaning of the barrels. On the National Day, we launched a video explaining the purpose of the barrels and its true meaning as a symbol of true Saudi youth potential. The video contained replicas of the barrels, only this time with the statement “Our real petrol is our ability” – which was also the hashtag used during the reveal stages of the campaign.

To intrigue the public, we began the campaign with an on ground mystery; unbranded oil barrels placed around the country with an open ended statement “Our real petrol…”. To trigger online conversations we encouraged influencers to question the meaning of the barrels. On the National Day, we launched a video explaining the purpose of the barrels and its true meaning as a symbol of true Saudi youth potential. The video contained replicas of the barrels, only this time with the statement “Our real petrol is our ability” – which was also the hashtag used during the reveal stages of the campaign.