Cadillac — Maseerat Cadillac
National Day is celebrated enthusiastically in Saudi Arabia, with residents spray-painting cars, decorating them with over-the-top accessories, and setting out on car parades. However, with recent rules banning these displays of patriotism, how could Cadillac help Saudis show their national pride?We partnered with Powr Rakan, a leading Saudi gamer, and launched the first in-game National Day parade, on Forza Horizon 5. Gamers expressed their patriotism by customizing their virtual Cadillacs with national designs, and joined the first-of-its-kind drive.
Agency — Saatchi&Saatchi Dubai
(2023)
Dubai Lynx — 2 Bronzes
Loeries — 1 Bronze
Case study