⁨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.