A Legacy for the Future.

Habbar frames the task as showing a giant sovereign fund through an inspiring human picture that feels close to ordinary citizens. In the Effie Awards Saudi Arabia entry, the team says Saudis admired the country's progress but did not feel they owned it, and that the transformation felt distant. PIF wanted a National Day message that stirred national pride while pointing to the move towards a diversified economy.

Built on the insight, stated in the Effie entry, that people feel ownership when contributors are recognised by name, role and workplace, the campaign cast PIF employees as the faces of Vision 2030 projects. The film, released on PIF's YouTube channel on 19 September 2024 ahead of National Day, follows staff at work under the promise that the nation backs their ambition and invests in them, with the upload tagged #إرث_للمستقبل and #نستثمر_للأفضل. A series of portraits names each person, their company and their contribution, featuring staff from SCAI on developing the future of AI, Ceer on engineering the future of mobility, the AlUla Development Company on showcasing Saudi culture, and NEOM, ROSHN, Diriyah Company and Red Sea Global. Habbar handled strategy, the creative concept, copywriting, video production and social media.