New Murabba / Saudi Arabia / 2025Film · Social
Customs Are Not New.
New Murabba's Founding Day 2025 film followed Saudi family customs from the old days to the present, under the line 'Customs are not new' (عوايد ماهيب جدايد).
- Brand
- New Murabba
- Agency
- Habbar
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2025
The challenge
New Murabba is a future downtown for Riyadh, so it needed to link itself to authentic customs in a way that showed continuity rather than a break with the past.
The idea
The film follows Saudi family customs from earlier times into modern life, making the point that authentic customs grow with people rather than age. Its line 'If we are good, our goodness comes from our roots' (إن طبنا، طيبنا من ساسنا) frames the project as growing from the same foundations. It ran on New Murabba's channels on 19 February 2025.
Case study source: Habbar case study Source ↗
