A Letter to Imam Muhammad bin Saud.
ZATCA's Founding Day 2024 film was a poem written as a letter from today's Saudis to Imam Muhammad bin Saud, telling the founder of the first Saudi state what the Kingdom has become.
- Brand
- Zakat, Tax and Customs Authority (ZATCA)
- Agency
- Habbar
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2024
The challenge
ZATCA wanted to link the founder of the state with its present through a poetic letter worthy of the occasion, without sounding grandiose.
The idea
A citizen writes to the Imam, sending greetings across the centuries and reporting back: routes once crossed by horsemen are now safe and green, the Two Holy Mosques have been expanded, Diriyah draws visitors from around the world and Saudi dates are sought abroad. Written by Fahad Al-Musaed and recited by Nawaf Al-Dakhilallah, the poem ran on ZATCA's channels for Founding Day. Habbar summed it up as: if the Imam could see where we have reached, he would be proud.
Case study source: Habbar case study Source ↗
