Behind the Saudi Arabia traditions and the interesting culture, you will find a lot of focus on the architecture. Based on this insight, we did a big research and explored the interesting masterpieces and art works made by the traditional Saudis, also existed since many years as part of the traditions, art skills, culture and history.

We discovered the old King Salman Park in Dawadmi/Riyadh, which is distinguished by its gate. We took this element because it represents a typical Saudi cultural identity and its association under the same name. And we decided to use it as a master element on the campaign visuals in a modernized way.

This was the spark for the campaign name: "gates of happiness"

Facts: Covering over 13 square kilometers, King Salman Park will be Riyadh's 1st public space focused on the celebration of everyday life. The park occupies a strategic location downtown Riyadh...