New brand launch



With the transformation taking place in Saudi Arabia and the activation of tourism, Al Wefag, a Saudi car rental company, wanted to rebrand to a modern name that is easier to pronounce by foreign visitors to Saudi Arabia and maintain the trust and recognition of the local market. YELO became the new brand and required a launch campaign in the market.



Develop and launch the new brand. Creative was developed based on a core insight based on pastimes when people in Saudi Arabia use to refer to brands by the color of the label or the shape of the logo or mascot. Scope covered creative, social media & media buying solution.



We created a film that tells the story of this insight, showcasing the nostalgic brands that everyone knows and call by their color or mascot, and told a story of a brand that was part of the people journeys for the past 20 years. Executive the big idea across OOH & digital.



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