Adaa – National Day ad “Watani Application”

The National Day creative race in 2018 saw nearly 170 patriotic ads aimed at strengthening the bond between citizens and their country, delivering diverse emotional messages to celebrate the nation. Adaa, an independent government center linked to the Prime Minister, focuses on measuring citizen satisfaction with government services through unified models and tools. This provided a unique opportunity to enhance the values of the National Authority and its future aspirations with a TV ad for the 89th National Day.

we centered our concept around the “impact” of services on daily life, highlighting the role of the Watani app in the country’s development and the improvement of citizens’ quality of life. By emphasizing continuous service innovation, we crafted scenes showcasing the app’s essential services—from digital mail and reservations to brand registration and entertainment. This campaign showcased how Watani’s impact positively affects citizens’ lives.

Work strategy:

In our creative approach, we emphasized the responsibility each individual holds in shaping the future of the country. We highlighted that everyone plays a vital and impactful role in driving national progress. A key element of this development is the commitment to providing feedback and evaluating services, fostering their continuous improvement for a better future.

Framework:

• Creative Concept & Messaging: Developing a compelling idea and impactful message.
• Scriptwriting & Scene Design: Building engaging scripts & visuals.
• Technical & Art Direction: Shaping the overall approach to ensure alignment with creative and strategic goals.
• Music & Sound Selection: amplifying emotional connection.
• Photography & Production: Executing high-quality visuals & production to deliver a memorable campaign.