Their Heritage, Their Way!

Based in Saudi Arabia, Thoub Saghiri is a children’s fashion brand that reimagines heritage through modern designs. Filling a gap in the market, it offers comfortable, sustainable clothing rooted in tradition — unlike conventional heritage wear that is rarely kid-friendly. To celebrate its first anniversary, the brand partnered with Blue Hat to create a campaign capturing tradition while keeping it playful, raw, and emotionally engaging. Children were placed at the center, becoming the icons of the campaign. Their drawings were incorporated into visuals, layered over stills and animations to create a dynamic, editorial feel. Every piece of content demonstrated that heritage could be modern, fun, and deeply cultural.
Playful Storytelling Through Visuals
Blue Hat designed a social-first campaign as vibrant as the children themselves. Editorial reels, stills, and animated posts brought their perspectives to life, complemented by culturally rich captions in Arabic and English. The campaign extended beyond social media through a branded newsletter, delivering the same creative energy directly to inboxes. Every element, from tone to layout, reflected the core idea: heritage through the eyes of children.
Designing the Experience
The visual identity combined modernity and tradition with a color palette reflecting joy, legacy, and freshness: yellow for innocence, deep red for heritage, desert beige for tradition, teal for modernity, and olive green for growth. Photography captured children wearing Thoub Saghiri collections, drawing patterns, and interacting with their environment. Digitized drawings were layered into stills and reels, while Instagram stories featured interactive elements like stickers, polls, and culturally inspired captions.
Engagement & Cultural Resonance
“Their Heritage, Their Way” became more than a campaign — it was a cultural moment. By centering children, it gave them a voice to embody the pride of Saudi tradition. It resonated with parents, celebrated heritage through creativity, and positioned Thoub Saghiri as a leader in cultural storytelling.
Results
The campaign reached over 91,000 users on Instagram and 14,000 on TikTok. Views from non-followers increased by 143%, while reels and post views jumped 119%. It brought in 1,519 new followers and generated a 139% increase in sales, cementing the brand’s presence online and in the