As Old as Saudi.
A Founding Day film for the Saudi Commission for Health Specialties that, instead of re-enacting the past, films monuments and living trees its makers say are 270 to 300 years old, about as old as the Saudi state.
- Brand
- Saudi Commission for Health Specialties
- Agency
- Daw Production house
- Market
- Saudi Arabia
- Region
- Saudi Arabia
The challenge
Daw Production house noticed that Founding Day commercials 'often take us back in time, creating a fantasy that leaves the audience rooted in the past, with no connection to the present moment' (MUSE entry). Founding Day marks the founding of the first Saudi state in 1727.
The idea
Daw's answer was to 'bring the past into the present', celebrating monuments, relics and living trees that the entry says are between 270 and 300 years old 'as living evidence of our rich history'. Cinematography, music, voiceover and acting were designed to be 'peaceful, meditative, and enjoyable'. One still in the entry shows a great tree at night, captioned as 300 years old.
Case study source: MUSE Creative Awards Source ↗
Awards
- MUSE Creative Awards 2025Video - GovernmentGold
- MUSE Creative Awards 2025Video - CulturalGold
Credits
- Production
- Daw Production house
