The main concept of the campaign was the need for evolution and how, with the development of the employee, Sadara would develop and so would the kingdom. Through a series of informative posters, Sadara’s employees were moved to realize the vision and achieve the mission of the company. Each poster featured an employee, optimistically looking toward the future, while the values were highlighted within them using the principle of double exposure. The copy was purposely written in first-person to ensure that by reading it, employees reaffirmed their commitment to the organization.