Embrace approached us to launch their brand in the Saudi Market. The objective was simple: Embrace wanted to show that they are not a new brand that just entered the Saudi Market. This notion is derived from the creative strategy that Saudis do not generally like to try new brands, rather, they stick to brands that has been there for a while. The concept that we came up with is to create a world of Embrace that has accompanied generations in their journey of life.

Creative Director: Maher El Baba

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