SRMG Labs has made a significant impact on the creative marketing industry, sweeping the Athar Awards and emerging as the most awarded agency. The agency's innovative campaigns and groundbreaking projects have garnered widespread recognition and acclaim.
One of the most notable achievements was the "Sounds of the Flag" campaign, a collaborative effort with the King Salman Center for Disability Research. This innovative project aimed to provide a unique experience for individuals with hearing disabilities, allowing them to "feel" the national anthem through a wearable "hearing flag." Developed in partnership with CuteCircuit, a renowned wearable technology innovator, the flag incorporated advanced sensors that translated sound into tactile sensations.
The "Sounds of the Flag" campaign received multiple accolades, including "Best Holiday Campaign," "Best Innovative Campaign," "Best Not-for-Profit Campaign," and "Best Empowerment Campaign." Additionally, SRMG Labs was honored with the "Best Campaign of the Future" award for this groundbreaking initiative.
Another noteworthy project, "Paper Courts," transformed the leading sports platform, Arriyadiyah, into the first-ever newspaper that could be used as a playable sports court. This innovative concept was created to mark World Health Day and promote physical activity.
Fadi Mroue, SRMG’s Chief Creative Officer and Managing Director of SRMG Labs, said "I am immensely proud of our team and the outstanding work they have delivered this year. Winning an award in every nominated category and being recognised as the most awarded agency at the Athar Festival is an extraordinary achievement. It stands as a true testament to the team's dedication, vision, creativity, and perseverance. This milestone is a significant stride toward our goal of establishing ourselves as the leading creative agency from Saudi Arabia."
The Athar Awards recognise creative excellence in Saudi Arabia's marketing industry, aligning with the nation's Vision 2030. SRMG Labs' remarkable achievements highlight the growing influence of Saudi Arabia's creative sector and its potential to shape the future of marketing and innovation.
