Yelo - Rebranding Campaign

Background

With the transformation happening in Saudi Arabia and the activation of tourism, Al Wefag a Saudi car rental company wanted to change the brand name to a modern name that is easier to pronounce by foreigners visiting Saudi Arabia and maintain the trust and recognition of the local consumer.

The Insight

In the past, people in Saudi Arabia use to refer to brands by the color of the label or the shape of the logo or mascot.

Creative Solution

We created a film that tells the story of this insight, showcasing the nostalgic brands that everyone knows and call by their color or mascot, and told a story of a brand that was part of the people journeys for the past 20 years.

Script Translation

We have shared with you the moments of your life and accompanied you in many of your adventures and sought to make you happy, and our goal has always been to serve you in the best way and provide you with the best services in order to make your life easier and your trips more beautiful. After 20 years of trust … we continue our journey with you as Yelo.