Saudi’s 95th National Day Campaign
An impressive campaign celebrating the soul of the Nation
I’ll be honest. I spend way too much time analyzing campaigns, getting overly excited about brand strategies. But every now and then, something makes me stop scrolling, lean forward, and think: “Damn, that’s good.” Saudi Arabia’s 95th National Day campaign was one of those moments.
The Campaign That Changed My Perspective
I’m not usually the guy who gets moved by government campaigns. I’ve seen enough generic flag waving and empty slogans to last a lifetime. But when the Saudi General Entertainment Authority launched their **“عزّنا بطبعنا” “Our Pride is in Our Human Nature”**campaign, it felt different. The key here is in the word “طبعنا” (our human character). This is not a campaign about landmarks or milestones. It is about the innate character of the Saudi people wirth their generosity, solidarity, ambition, and authenticity. In other words, the campaign did not celebrate symbols of the nation. It celebrated the soul of the nation.
That’s why it resonated. It wasn’t trying to impose pride. It surfaced pride that was already there.
Six Values, Six Colors, One Modular System
Instead of sticking to the usual green and white playbook, the campaign introduced a vibrant system: six values, six colors, six symbols. Each one translates a national character trait into something visual, tangible, and easy to connect with:
🔵 Generosity (بِكَرَمِنَا) Teal Blue — The dallah and finjan, hospitality as daily life, not as a staged ritual.
🟣 Goodness (بِجُودِنَا) Purple — Weaving motifs that reflect benevolence, quality, and craftsmanship you can feel.
🟨 Vision (بِرُؤيَتِنَا) Mustard Gold — Vision 2030 reframed not as policy, but as cultural DNA.
🟧 Solidarity (بِفَزعَتِنَا) Orange — Crossed hands, warm and active, symbolizing unity and mutual support.
🟩 Authenticity (بِأَصَالَتِنَا) Green — Heritage as a living practice, rooted in family and everyday life.
🩷 Ambition (بِطُمُوحِنَا) Magenta Pink — Tuwaiq Mountain reimagined in bold magenta, ambition as creative strength.
What makes this system powerful is not just the symbolism, but the design logic behind it. The six pillars form a modular brand system; like cultural building blocks that can be picked up and adapted by anyone. A university might emphasize “Vision,” while a community initiative might lead with “Solidarity.” The brilliance lies in creating unity without demanding uniformity.
It’s also born digital. The bold colors and geometric patterns are perfectly designed for social media: instantly recognizable, highly shareable, and easy to animate. This isn’t a print-first campaign forced into digital channels. It’s a digital-native identity system that thrives across platforms, making participation effortless. In essence, the campaign turned character into design language. It broke down abstract values into concrete assets that can scale from government to grassroots — unifying the message while leaving room for personal expression.
Women at the Center
What really caught my attention was the role of women.
They were not afterthoughts or token figures. They were positioned as anchors of culture and drivers of ambition. In a region where women’s public presence has long been restricted, this was more than a design choice. It was a strategic statement.
Globally, it challenges outdated stereotypes. Locally, it reflects real progress under Vision 2030. And symbolically, it enriches the national story: women shown as both guardians of heritage (Authenticity) and leaders of progress (Ambition).
That’s powerful. That’s not marketing spin. That’s cultural storytelling.
Heritage That Actually Lives
Most heritage campaigns make culture look like it belongs behind glass, labeled “Do Not Touch.” This one didn’t. The weaving motif wasn’t nostalgia. It symbolized craftsmanship and care that still exist today. The coffee ceremony wasn’t a performance for visitors. It was presented as the living heartbeat of Saudi hospitality.
This wasn’t history as memory. It was history as continuity.
Why This Matters Beyond Saudi Arabia
After two decades working on campaigns across the GCC, I’ve seen plenty of attempts to manufacture national pride. Many fall flat, too forced, too artificial, too disconnected from reality This one worked because it was anchored in authentic character. It showed that when you root your message in what people already live, you don’t need to convince them. You just give them new ways to express it.
That’s cultural intelligence at work.
The Soft Power Play
National Day wasn’t just for Saudis. It was a cultural diplomacy tool. International media didn’t just show fireworks. They showed a nation confidently presenting itself with modern design, cultural authenticity, and inclusivity. This builds curiosity, credibility, and respect abroad. That’s how you project soft power in the 21st century: not by telling the world who you are, but by showing it so clearly and beautifully that they want to know more.
Key Takeaways for Brand Strategists
Be boldly direct The campaign’s strength comes from its clear, confident statement about identity.
Show, don’t just tell Change is shown, not claimed, through the respectful inclusion of women in the narrative.
Design for participation A modular, digital first system empowers communities to carry and amplify the message.
In conclusion, the “Our Pride is in Our Character” campaign is a lesson in focus and authenticity. By centering on its people, showcasing its evolving social fabric, and embracing modern design, Saudi Arabia has created a timeless and effective platform for its national story.
Why It Hit Me Personally
This reminded me why I love this work. Too often, I’ve seen campaigns underestimate people, rely on clichés, or feel like committee built exercises. This campaign felt like someone actually understood their people; their pride, their values, their identity. That’s rare. And when it happens, you remember that great marketing isn’t about selling. It’s about reflecting people back to themselves in a way that makes them proud.
Final Thoughts
Saudi Arabia’s 95th National Day campaign wasn’t just another patriotic celebration. It was a masterclass in brand strategy rooted in character. By grounding itself in the innate values of its people, showcasing women as natural anchors of culture and ambition, and building a flexible, digital native design system, it created something timeless and modern at once.
This is what nation branding looks like when it is done right: authentic, strategic, human. And it should be studied by anyone serious about branding.
