NDMC Sukuk Initiative

The Challenge

The National Debt Management Center (NDMC) needed to communicate the benefits of Sukuk instruments to the Saudi public—a sophisticated financial concept requiring explanation through accessible visual narrative. The challenge: make complex government financial instruments resonate with mass audiences while building trust and driving subscription requests.

Project

NDMC Sukuk Initiative

Case study

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1B SAR

Savings Requests Generated

★ Award

Athar 2024 Best Governmental

15+

Hero Assets Produced

400M+

Campaign Impressions

Execution & Impact

Directed 15+ hero assets across broadcast, digital, and print channels. Each asset spoke to different audience segments while maintaining unified messaging around financial security and national investment.

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