As part of the Saudi vision 2030, the ministry of housing was encouraging young Saudis to own a property, alrajhi bank wanted to promote its housing loans in a clever manner and sending the message in a creative and rational manner to its target audience.
"Zikrayat Al Ajar, Ma Laha Dar" was the chosen campaign line for this campaign, "Rental house memories, have no home".
I tried tackling the brief in an unconventional way to try to hit on the target audience pain points and push them to take action and own a house to call home.
