Behind the Leader.
For Saudi Founding Day 2023, Aramco's 'ورا القايد' named and re-enacted people who fought alongside the state's founders, with a Twitter thread telling each one's story.
- Brand
- Aramco
- Agency
- 80's Creative
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2023
The challenge
Saudi Arabia marks Founding Day on 22 February, for the state founded more than 300 years ago. 80's Creative's award entry argues that history records the rulers but says little about the people who fought alongside them to unify the land, and its case board adds that young Saudis had lost touch with that history.
The idea
Aramco's short film, 'ورا القايد' (which the agency translates as 'Following the Leader'), set out to 'briefly document the story and sacrifices of several prominent figures', naming them and re-enacting their deeds, according to the agency. A Twitter thread told each hero's story in more detail, and the agency made a key visual for each figure. The film is on Aramco's YouTube channel as '#ورا_القايد - يوم التأسيس 2023م'.
Results
- 106 million views of the film on Twitter, according to the agency's case board
- 2.06 million views on YouTube, 2.30 million on Snapchat and 2.62 million on Instagram, according to the same board
Case study source: MUSE Creative Awards Source ↗
Awards
- MUSE Creative Awards 2023Video - CinematographyGold
- MUSE Creative Awards 2023Social Media - VideoGold
- MUSE Creative Awards 2023Integrated Marketing - Integrated Marketing / OtherGold
- MUSE Creative Awards 2023Social Media - Social Media / OtherGold
- MUSE Creative Awards 2023Integrated Marketing - Integrated Marketing MaterialsGold
- MUSE Creative Awards 2023Social Media - Twitter PageGold
- MUSE Creative Awards 2023Video - CulturalGold
