LPTC - Founding day 2025

In celebration of Saudi Founding Day 2025, the Literature, Publishing, and Translation Commission (LPTC) launched a powerful national campaign titled “The Root of the Present.” The campaign aimed to highlight LPTC’s core mission, preserving and promoting the Kingdom’s literary heritage, while honoring the pivotal moment in 1727 when Imam Muhammad bin Saud founded the Saudi state.
The campaign was rooted in a key insight: 300 years ago, in a society where people couldn’t read or write, poetry was the only vessel for preserving history. These verbal traditions evolved into enduring art forms, like Hajini, Arda, and Samri, that became integral to Saudi cultural identity. The campaign sought to bring this legacy to life by bridging past and present through storytelling.
At the heart of the creative strategy was the recitation of a historic epic poem by poet Ibrahim Al-Qadi, performed by actor Khaled Saqer, known for his deep cultural roles. His voice, paired with cinematic visuals, carried the audience into a reimagined world where heritage echoed through every frame. The film was designed to feel both timeless and contemporary, embodying the Commission’s voice — one that always speaks through poetry and literature.
Digitally, the campaign extended its reach through a trend takeover on X (formerly Twitter), featuring a Hashmoji (emoji tied to the hashtag) and a Branded Like animation that reinforced visual identity. These immersive interactions amplified engagement and virality.
The result was a cultural phenomenon. The campaign quickly climbed viewership charts, topped trending lists, and was widely praised by audiences and media alike. It stood out not only for its aesthetic brilliance but for its depth, authenticity, and emotional connection to Saudi heritage. “The Root of the Present” didn’t just celebrate the past — it reactivated it, proving that the power of poetry and storytelling remains as relevant and resonant today as it was three centuries ago.