For most brands, Saudi National Day (the Kingdom’s Superbowl-esque advertising occasion), means one thing: an opportunity for nothing more than flag-waving and self-promotion campaigns.

But Mobily wanted to do something different. Something that could create a spark of meaningful change that the nation could be truly proud of.

This started with creating a film with what looked like a typical Saudi orchestra performing the National Anthem. However, this time with conspicuous silent gaps in the song, symbolizing the absence of persons with disabilities. Demonstrating that (as within the performance) society is incomplete without them.

With disabilities affecting almost 10 percent of the Saudi Arabian population, our film started a viral nationwide conversation on Twitter to bring forward a change in societal stereotypes towards this demographic. And in turn, empowering those with disabilities to explore their true potential.