Heroes Behind Shadows.
A film told in two halves for the Vision 2030 Quality of Life Program: one shows life before the program, the other what it changed. It was the first phase of the campaign نرتقي بجودة الحياة ('Elevating Quality of Life').
- Brand
- Quality of Life Program
- Agency
- pavo
- Market
- Saudi Arabia
- Region
- Saudi Arabia
The challenge
The program, launched in 2018, had opened up sport, entertainment and tourism, but 'these achievements remained largely unrecognized due to the program’s operational overlap with major government entities, which diluted public awareness' (MUSE entry).
The idea
Built on the insight of the unsung hero, the film set out to show 'the people and efforts previously hidden behind institutional layers'. It 'used a split narrative: one half showing life before the program; the other showcasing its impact, faster service delivery, empowered citizens, supported talents, and enriched experiences' (MUSE entry). The program's 2025 annual report names the campaign «نرتقي بجودة الحياة» ('Elevating Quality of Life') and lists the MUSE Platinum for its first phase.
Case study source: MUSE Creative Awards Source ↗
Awards
- MUSE Creative Awards 2025Video - Public Service & ActivismPlatinum
