Leo Burnett’s school of thought defines cultural fuel as the seismic shifts in society that change human motivation. These transformative elements are what brands have to respond to if they are to play an active, meaningful and relevant role in the lives of people.
Considering that the Saudi market is one of the most strategic markets in the region and that the Saudi culture has been witnessing a change, Leo Burnett has developed and produced a 12-minute edit that captures and documents a summary of the Saudi cultural fuel. This documentary has been lead by Leo Burnett Saudi Arabia’s head of strategy, Ahmad Abu Zannad.

The film is based on the identification of four major forces that have brought to the surface one common set of questions. These forces are urbanization, modernization, digital engagement and the new form of Saudi social influence. The common set of questions identified is around the theme “Why Not?” It illustrates how different entities, social groups and individuals had their own set of “Why Not” questions, starting with the government, public entities and public figures. It goes on to include questions by the Saudi youth, Saudi women, Saudi industries, Saudi tourists, Saudi designers, Saudi writers and so on. Finally, it concludes with the shifts, trends and behaviors produced by these questions.

So far, the documentary has been a valuable asset for Leo Burnett’s internal staff to be better acquainted with the Saudi market, its culture and the behavior of its people, as well as its influence on the directions of brands attempting to connect with the Saudi people and play an active, meaningful and relevant role in their lives.