⁨We Race the World⁩.

⁨According to THE ONLE, the Saudi Cup falls soon after Riyadh Season, when audiences have just been through a heavy run of cultural and entertainment campaigns. The agency says the task was to give the race, which carried a US$20 million prize, a distinct presence and a bigger share of voice in that crowded window, and to turn attention into engagement.⁩

THE ONLE built the work on two meanings of 'race': the sport itself and the effort to get to the top. Its illustrated key visuals set racegoers in traditional Saudi dress, a horse and jockey at full gallop and the trophy side by side, under the Arabic line نسابق العالم and the dates, 24-25 February 2023. Colour blocks from the Jockey Club of Saudi Arabia's pattern, which the agency says echoes traditional dress, were brightened from the previous year's version to stand out against the black-and-white drawings. According to the agency, the line ran on outdoor sites across Saudi Arabia, on social media, in Google and X ads and promoted video, and through PR.