MUSE Gold

2025

As Old as Saudi

Entrant Company

Daw Production house

Category

Video - Government

Client's Name

Saudi Commission for Health Specialties

Country / Region

Saudi Arabia

Founding Day is a national celebration in Saudi Arabia, where people honor their history and the diversity of their cultures through food, fashion, music, and tribal dances.

However, we noticed a significant trend in Founding Day commercials: they often take us back in time, creating a fantasy that leaves the audience rooted in the past, with no connection to the present moment.

To change this perspective, we decided to bring the past into the present. We used living monuments, relics, and trees as our medium.

We identified monuments and living trees that are between 270 and 300 years old, representing the old Saudi era, and we celebrated them as living evidence of our rich history.

The cinematography, music, voiceover, and acting were designed to be peaceful, meditative, and enjoyable, creating a happy moment in the present. This approach helps link our audience's minds to living history, grounding them in their past with minimal mental effort.

More Gold Winners
Video
2025
MUSE Advertising Awards - The Well Family
Health Ability

Entrant Company

Swinburne Living Lab

Category

Video - Branding

Country / Region

Australia

Integrated Marketing
2025
MUSE Advertising Awards - Intelligence Connected
M&G Investments

Entrant Company

Gravity Global

Category

Integrated Marketing - Integrated Marketing Campaign

Country / Region

United Kingdom

Corporate Identity
2025
MUSE Advertising Awards - Remarkable Brand Identity Refresh

Entrant Company

Think Creative Agency

Category

Corporate Identity - Brand Identity

Country / Region

Australia

Social Media
2025
MUSE Advertising Awards - Love & Technology
Applied Materials

Entrant Company

Acumen Media

Category

Social Media - Video

Country / Region

United Kingdom

This site uses cookies to offer you a better browsing experience. Find out more on how we use cookies and how you can change your settings.
Cookie Policy