Ideative Studio produced the Youth Day campaign for Misk Foundation — the initiative established by HRH Crown Prince Mohammed bin Salman to empower Saudi youth. Our mandate was to create campaign content that resonated with young Saudi audiences and drove meaningful participation.
Misk Foundation sits at the intersection of institutional credibility and youth culture — a difficult balance for any content creator. The campaign needed to feel relevant and energetic enough to connect with a young, digitally native Saudi audience, without compromising the gravitas of one of the Kingdom’s most significant social impact organisations.
We approached the campaign with the understanding that Saudi youth are among the most media-literate audiences in the region. Anything that felt corporate or patronising would fall flat. Our creative direction centred on authenticity — real stories, real energy, and production quality that signalled respect for the audience. We developed a campaign identity system and produced a suite of content assets designed for high engagement across Misk’s digital channels.
The Youth Day campaign successfully bridged Misk’s institutional identity with the energy of its target demographic. The content generated strong engagement across social platforms and reinforced Misk Foundation’s position as the leading voice in Saudi youth empowerment.
Service: Campaign Production
