Building the Difference.
Brand films for ROSHN Group's change from a residential developer into one that builds across asset classes, in Arabic as نبني الفرق and in English as Building the Difference.
- Brand
- ROSHN Group
- Agency
- ROSHN Group
- Market
- Saudi Arabia
- Region
- Saudi Arabia
The challenge
In November 2024 ROSHN Group, the PIF-owned developer known for residential communities, unveiled a new identity and a strategic focus beyond homes: retail, commercial and hospitality, education, mosques and healthcare, transport and logistics, and leisure (Campaign Middle East). Its chief marketing and communications officer, Ghada Alrumayan, wrote in January 2025 that the change is captured in the line 'building a difference for all' (The Brand Berries).
The idea
ROSHN's own marketing team entered two films at MUSE: an Arabic one, 'مجموعة روشن | نبني الفرق', and an English one, 'ROSHN Group | Building The Difference', both on its YouTube channel.
Case study source: MUSE Creative Awards Source ↗
Awards
- MUSE Creative Awards 2025Video - TV AdPlatinum
- MUSE Creative Awards 2025Video - LifestylePlatinum
- MUSE Creative Awards 2025Video - Real EstatePlatinum
- NYX Awards 2025: Gold in Marketing Campaign (Brand Awareness Campaign)
Credits
- In-house marketing team
- ROSHN Group
- Group Chief Marketing & Communications Officer
- Ghada Alrumayan
- Executive Director, Marketing
- Waseem Khashan
- Associate Director, Campaign Management
- Moussa Haj
