The Ardah Campaign.
For Founding Day 2025, the Theater and Performing Arts Commission released a film on the Saudi Ardah that names and explains each part of the dance, from its opening poetic call to the sword.
- Brand
- Theater and Performing Arts Commission
- Agency
- NOB Marketing Solutions
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2025
The challenge
The commission wanted to show the Ardah, a dance of pride handed down through generations, in close detail as a living part of the heritage celebrated on Founding Day.
The idea
The film works through the Ardah piece by piece, with on-screen captions naming each element: the caller who opens the dance with a chanted verse, the ornament on top of the flagpole, the black chest belt worn over the robe, the sword and the two facing rows that move in one rhythm. It closes on the Founding Day emblem and was posted by the commission on 18 February 2025.
Results
- 16.7 million views and 864,000 interactions, according to NOB's case study
Case study source: NOB Marketing Solutions case study Source ↗
