From Hardship to Prosperity.
Aramco's Founding Day 2026 film follows how the swords, cannon and war dances of three centuries ago became the celebrations Saudis share today, set to a poem that moves from hardship to prosperity.
- Brand
- Aramco
- Agency
- Habbar
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2026
The challenge
Habbar's task was to tie the history of the founding to a prosperous present, coming from one of the Kingdom's biggest national brands, without overstatement.
The idea
The film is carried by a poem that starts in mud houses three centuries ago, when swords, spears, ceremonial gunfire and the dahha war dance were tools of defence. As the verses move from hardship to ease and security, the same traditions return as celebration, and the cannon that once repelled invaders now tells those fasting that it is time to break the fast. Aramco published it on 16 February 2026 under #من_الشدة_للرخاء.
Case study source: Habbar case study Source ↗
