Saudi National DayThe colour arrives on the body.
The challenge
On Saudi National Day every brand reaches for the same symbols: the flag, the palm, the falcon. The category turns into a wall of green.
Nike needed to be part of the day without joining the noise.
The thinking
Insight
National pride lives at home, in the majlis, with family, more than in symbols pasted on a photograph.
Strategic choice
Take the symbols out. Let the national green live only in the product.
The idea
The majlis is the set. The colour arrives on the body.
The output
A day chapter in indigo textiles and soft daylight, and a night chapter in crimson velvet and raking light. Family, kids and solo frames for nike.com and social.
Move Together
Point of view
When everyone uses the same symbol, restraint is the most visible choice in the room.
The impact
Next · NikeA National Day campaign that reads as Nike first and still feels unmistakably Saudi.
Draft note, hidden on the live site. Add a result here when you have it:
- nike.com takeover engagement
- Social engagement versus previous National Day