Insurance Authority Saudi National Day 2024

The Brief: The Saudi Insurance Authority (IA) aimed to participate in the 2024 Saudi National Day celebrations by highlighting the insurance sector’s role in the Kingdom’s growth and raising awareness of IA’s contributions. The campaign’s tone was intended to be emotional, proud, and celebratory of Saudi heritage. Our Response: To stand out from typical National Day ads, we took a creative approach by exploring the concept of insuring emotions like pride, peace, and hope for the future. We teased the idea of a new insurance product for intangible feelings, only to reveal that in Saudi Arabia, there’s no need for such insurance—because the Kingdom itself provides its people with pride, peace, and opportunities. This concept celebrated the sense of security and national pride that comes with being part of Saudi Arabia, tying into the National Day theme.