Aramco - Saudi National Day 90th
On September 14, 2019, the attacks on Aramco’s refinery shook Saudi Arabia and put the nation’s resilience to the test. Yet in less than a week, Aramco was fully operational again. To shift the narrative from “what happened” to “we’re back,” we needed a comeback message with the same reach and velocity as breaking news.
So we partnered with Twitter, Saudi’s #1 platform for real-time updates, to launch a National Day film built to travel like headlines. Every tweet triggered an automated reply directing people to one of 14 nationwide projects Aramco was still powering, then invited them to an interactive microsite to explore the film’s hidden historical and cultural gems.
The impact: 90M impressions, 13M+ video views in the first week, a top-5 trending hashtag for four days, and 95% positive sentiment nationwide.
To bring the comeback message to life beyond the film, we translated resilience into a bold visual system. We took the debris of the attack and reimagined it as striking, handcrafted icons, objects that speak to Saudi pride, culture, and human values: a falcon, an oud, a palm, and more.
Each KV reframed the narrative with confident headlines that made the point instantly: these weren’t “remnants of a strike” they were Saudi-made symbols, built from the nation’s positive energy and the very materials meant to bring it down.
