Bringing a Nostalgic Icon into the Future.

Deemah has been a Saudi brand since 1984. Bold Creatives' award entry says that as consumer habits changed, it had to modernise its identity and appeal to younger generations without losing its emotional legacy.

The campaign was built on the fact that Deemah is also a common woman's name in Arabic, which let the agency cast the brand as a long-lost friend coming home. Teaser billboards across Saudi Arabia carried lines such as 'تذكرين سهراتنا.. ارجعي يا ديمه' (do you remember our late-night gatherings? come back, Deemah), and the reveal phase then unveiled the modernised identity, with a new logo pairing ديمه and Deemah.