Samba National Day

Client Brief

Samba Bank wanted to celebrate Saudi National Day through a campaign that honored the Kingdom’s heritage while connecting with today’s generation where the objective was to create something emotionally resonant that goes beyond traditional celebratory executions and instead reflects the spirit, values, and unity of Saudi people in a meaningful way.

Campaign Concept

We brought this vision to life by reviving the iconic national song “يا بلادي واصلي” through a modern musical reinterpretation that connects heritage with today’s Saudi generation.

The campaign followed a group of friends on a road trip across the Kingdom in a classic VW van, turning their journey into a moving celebration of Saudi Arabia.

As they traveled between regions, the film showcased key landmarks, landscapes, and cultural moments highlighting the values that define Saudi people: unity, pride, generosity, and ambition.

Credit

Mohammad Bahmishan - CCO Publicis Group

Ahmad Bayrakdar - Creative Director Saatchi & Saatchi

Ahmad Espania - Sr. Art Director Saatchi & Saatchi

Ghada Al Masri - Senior Graphic Designer Saatchi & Saatchi