"We" Launch campaign

Almarai

Almarai is an empire, situated in +12 locations, employing +40k people of 69 nationalities, creating an undefined culture. With it come challenges, such as disconnection between employees and a lack of alignment on the company’s values, leading to a high turnover employment rate. To combat this, we were tasked to come up with a solution.
internal communication
We aimed to drive people to speak one language of unity, understanding & acceptance, resulting in a better work environment for all.
Strategy and Creative Approach

Derived from brand values, our strategy was to re-introduce the HR department in a more approachable way to nurture the sense of belonging and pride and drive people to speak one language of unity, understanding and acceptance, resulting in a better work environment for all. Thus, we introduced “WE” @ Almarai, a totally new brand with a mission of activating the brand values across different communication pillars:

Campaign Video

"The real people behind all the hard work, together as one". We released a film showcasing the true essence of the brand values and how it is translated and affecting everyone. The film script also came as a message of appreciation for every individual efforts towards the growth of the brand.

Collaborating with Flying Camel production house, with over 3 days of filming, the video showcased real people in action across Almarai farms, offices and depots within the kingdom of Saudi Arabia, coming all together as one.

Internal branding

Internal branding followed the video as a reminder of the values along with aspiring messages that touches everyone within different departments.

From a culture that lacks unity, to the first prize Waai Award winner organization 2020.

Stats: 30%: Increase utilization in sports facilities. 400%: Increase in beneficiaries from Almarai discounts program. 2%: the decrease in medical vacation.

Next up - Snapchat Business _

20 million

Snapchat Business _

20 million