SRMG Labs wins at Cannes Lions for AI-powered tribute to Saudi icon Etab
SRMG Labs has achieved major recognition at the Cannes Lions International Festival of Creativity, securing both Gold and Silver Lions in the Audio & Radio category for its campaign The Second Release. Created for Billboard Arabia, the campaign pays homage to Etab, Saudi Arabia's first female musical icon, by reviving her voice and image using advanced AI technologies. Fewer than 0.78% of all entries at Cannes Lions earn a Gold Lion, placing SRMG Labs among the world's top creative agencies.
The campaign centred around a remastered version of Etab's patriotic anthem Ya Saudi, Ya Saudi, launching on Saudi National Day 2024. Blending cutting-edge tech with cultural storytelling, it reintroduced Etab not only as a musical legend but also as a symbol of Saudi Arabia's shifting landscape for women in the arts. Through a stylized music video, digital campaigns, urban fashion, and outdoor media, The Second Release sparked wide public engagement and earned the Cultural Impact Award from the Saudi Ministry of Culture.
Jomana Alrashid, CEO of SRMG, said: 'This Gold at Cannes Lions is a monumental milestone not only for SRMG Labs but for the region's creative voice at such an important festival. In just two years, Labs has become one of the leading creative agencies in Saudi Arabia and the wider region. With only 0.78% of entries receiving a Gold Lion, this win speaks volumes about the caliber of our work and the talent driving it. It reflects SRMG's commitment to reimagining the creative landscape — pushing boundaries, celebrating local stories, and delivering work that resonates globally.'
Fadi Mroue, Chief Creative Officer at SRMG and Managing Director of SRMG Labs, added: 'With Etab, we weren't just telling a story — we were reframing the narrative. Bringing her legacy back to life using today's tools was about honouring the past, empowering the present, and inspiring the future. I'm proud of our team for delivering work that's bold, respectful, and culturally meaningful — and proud that one of the world's leading creative stages has recognised it.'
The recognition arrives at a time when Saudi Arabia's creative and cultural industries are undergoing rapid transformation. Once sidelined, music and the arts now sit at the heart of the Kingdom's evolving identity, driven by a new generation eager to celebrate its heritage while shaping its future. Etab's return to the spotlight speaks directly to this moment: a powerful reminder of the women who paved the way and the possibilities that now exist for those following in their footsteps. The campaign tapped into this shift, blending innovation with authenticity to spark renewed national pride and bridge generational narratives through music.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Campaign ME
5 hours ago
- Campaign ME
Cannes Lions MENA winners 2025: The regional round-up
The MENA region has had a great run at the Cannes Lions International Festival of Creativity 2025, with a total of 27 trophies awarded across agencies and markets – up from 22 in 2024. This year's Cannes Lions MENA winners include work from the UAE, Saudi Arabia, and, for the first time, Jordan. Agencies from the UAE secured 13 awards, while Saudi Arabia followed closely with 14. Jordan marked a milestone by earning its first-ever Cannes Lion in the festival's 72-year history. The awarded work spans a mix of categories and disciplines, offering a snapshot of the campaigns and ideas that resonated with juries this year. Below is a breakdown of the Cannes Lions MENA winners and the campaigns recognised in 2025. RECIPE FOR CHANGE Agency: FP7 McCann Dubai Client: Arla Foods Lions: Gold (Sustainable Development Goals); Silver (Brand Experience & Activation); Bronze (Creative B2B) THE 4TH JUDGE Agency: BigTime Creative Shop, Riyadh Client: The Ring Lions: Gold (Entertainment for Sport); Silver (Entertainment for Sport) View this post on Instagram A post shared by TURKI ALALSHIKH تركي آل الشيخ (@turki) THE SECOND RELEASE Agency: SRMG Labs, Riyadh Client: Billboard Arabia, Riyadh Lions: Gold (Audio and Radio); Silver (Audio and Radio) OBSESSION Agency: BigTime Creative Shop, Riyadh Client: Riyadh Season Lions: Gold (Entertainment for Sport); Bronze x2 (Film Craft, Film) THE NEW PRESIDENT Agency: Impact BBDO, Dubai Client: Annahar Newspaper Lion: Gold (Creative Strategy) THE SHADED ROUTE Agency: VML Riyadh Client: Hungerstation Lions: Silver (Digital Craft); Bronze x2 (Health & Wellness, Outdoor) SOUNDS OF THE LAND Agency: SRMG Labs, Riyadh Client: Billboard Arabia, Riyadh Lions: Silver (Design) SOCIAL FEED Agency: VML Dubai Client: Hungerstation Lions: Silver (Creative Commerce); Bronze x 2 (Brand Experience & Activation, Creative Data) NOTES ON NOTES Agency: Impact BBDO, Dubai / AdPro& Jordan Client: Capital Bank Lion: Bronze (Print & Publishing) READ BETTER Agency: FP7 McCann, Dubai / McCANN, Bristol Client: Waterstones Lions: Bronze (Digital Craft) SAFE AT 3AM Agency: VML Dubai Client: Dubai Tourism Lions: Bronze (Direct) NOT FOR FIRST DATES Agency: FP7 McCann Dubai Client: McDonald's Lions: Bronze (Outdoor) SPONSORED BALLS Agency: FP7 McCann Dubai Client: Testicular Cancer Society Lion: Bronze (PR) EVERYTHING OR NOTHING Agency: BigTime Creative Shop, Riyadh Client: Riyadh Season Lion: Bronze (Film Craft) THE GREAT INDIAN DUNK Agency: LEO Dubai Client: NBA India Lion: Bronze (Print & Publishing)
Campaign ME
11 hours ago
- Campaign ME
VML MENA wins multiple awards at Cannes Lions 2025
This year, the prestigious Cannes Lions International Festival of Creativity once again set the stage for some of the most impressive campaigns globally, and VML MENA was no short of that. VML MENA proudly took home 7 awards, spanning across 2 Silver and 5 Bronze alongside an impressive 10 shortlists, reinforcing its position as a leading creative force in the region. Among the winning campaigns, 'The Shaded Route' and 'The Social Feed,' for Hungerstation. In addition to the impactful 'Safe at 3AM' campaign for Dubai Tourism. 'We are incredibly proud of our teams across the MENA region for their achievements at Cannes Lions this year,' said Nassib Boueri, CEO of VML MENA . 'These awards and shortlists are a testament to our unwavering commitment to pushing creative boundaries and delivering impactful results for our clients. We look forward to continuing to set new benchmarks in the industry.' Beyond the wins, VML MENA's secured 10 shortlists, which included standout projects such as 'Test My Dacia' for Dacia, 'Speak My Language' for STC, 'For The Love of Kudu' for Kudu, 'Blind Faith' for Bank Al Etihad, and additional recognition for Hungerstation's 'The Social Feed.' Amidst all the celebrations, Campaign Middle East got a chance to speak with Nassib Boueri, Chief Executive Officer at VML, see his reflections on the week below. View this post on Instagram A post shared by Campaign Middle East (@campaignmiddleeast) This strong performance at Cannes Lions 2025 highlights VML MENA's commitment to creating impactful campaigns that connect with audiences worldwide and deliver significant outcomes for its clients.
Campaign ME
16 hours ago
- Campaign ME
SRMG Labs win Gold and Silver at Cannes Lions
SRMG Labs has won Gold and Silver Lions at the Cannes Lions International Festival of Creativity 2025. The awards were given in the Audio & Radio category for The Second Release, a campaign developed by SRMG Labs for Billboard Arabia that honours the legacy of Saudi Arabia's first female musical icon, Etab. Fewer than 0.78 per cent of all entries receive a Gold Lion – underscoring the rarity of this achievement and positioning SRMG Labs among the world's creative elite. Jomana Alrashid, CEO of SRMG, said: 'This Gold at Cannes Lions is a monumental milestone for SRMG Labs and for the region's creative voice. In just two years, Labs has become one of Saudi Arabia's leading creative agencies. Earning such rare recognition speaks volumes about the caliber of our work, the talent behind it, and SRMG's commitment to reimagining the creative landscape globally.' The campaign used advanced AI technology to bring Etab's voice and image back to life, introducing her legacy to a new generation. Centered around a remastered version of her beloved track Ya Saudi, Ya Saudi, the campaign reintroduced Etab not only as a musical pioneer, but as a symbol of Saudi Arabia's cultural evolution and growing space for female artistic expression. From a stylised music video to urban fashion, outdoor creative, and digital amplification, the campaign blended heritage and innovation, sparking nationwide conversation. It was launched to coincide with Saudi National Day in 2024 and was also recognised with the Cultural Impact Award from the Saudi Ministry of Culture. Fadi Mroue, Chief Creative Officer at SRMG and Managing Director of SRMG Labs, added: 'With Etab, we weren't just telling a story – we were reframing the narrative. Bringing her legacy back to life using today's tools was about honoring the past, empowering the present, and inspiring the future. I'm proud of our team for delivering work that's bold, respectful, and culturally meaningful – and proud that one of the world's leading creative stages has recognised it.' The recognition arrives at a time when Saudi Arabia's creative and cultural industries are undergoing rapid transformation. The campaign tapped into this shift, blending innovation with authenticity to spark renewed national pride and bridge generational narratives through music. This dual win marks another creative milestone for SRMG Labs. Since its launch in 2022, SRMG Labs said it has consistently delivered impactful work that blends technology, storytelling, and cultural relevance. With accolades spanning Cannes Lions, Dubai Lynx, LIA, and national recognition from the Saudi Ministry of Culture, the agency continues to push creative boundaries while telling stories rooted in identity, purpose, and innovation. The campaign also aims to reflect Billboard Arabia's mission to revive and celebrate the region's musical heritage, spotlight underrepresented voices, and connect new generations with the cultural icons who shaped the sound of the Arab world.
