Heinz National Day

Client Brief

Heinz wanted to celebrate Saudi National Day through an experience that was interactive, culturally rich, and deeply rooted in local identity where the objective was to move beyond conventional celebratory messaging and instead create a participatory idea that allowed people themselves to express their love for the Kingdom in an authentic and personal way.

Campaign Concept

We brought this vision to life through “It Has to Be Saudi” a people-powered national platform built on the richness and diversity of the Kingdom’s cultural fabric.

To make it tangible, we created 13 limited-edition Heinz packs, each representing one of Saudi Arabia’s regions where every pack was uniquely labeled with cultural cues, phrases, and symbols reflecting the identity of that specific region.

Each pack featured a QR code that invited people to record voice notes expressing their love for Saudi in their own regional dialects from the warmth of the Hijazi tone to the pride of the Najdi accent and the rhythm of the Southern dialects, thousands of authentic voices were captured.

We then fused these recordings together, blending 13 Saudi dialects into one unified national song, a powerful musical tribute created by the people, for the people where Heinz became the platform that transformed individual expressions of patriotism into one collective Saudi voice, celebrating unity through diversity in the most heartfelt and interactive way.

Credit

Ramzi Ibrahim - Executive Creative Director FP7McCann

Alaa Gazzi - Executive Creative Director FP7McCann

Zyad Farghal - Sr. Art Director FP7McCann

Justine Debs - Art Director FP7McCann

Patrick Sawaya - Art Director FP7McCann

Ramzi Melki - Multimedia Designer FP7McCann

Yaqoub Hammad - Copywritter FP7McCann

May Aljafar - Copywritter FP7McCann

Zyad Farghal - Art Director FP7McCann

Rogaya Shikh - Graphic Designer FP7McCann