Hero Next To Hero - Alwaleed Philanthropies | Clapboard Ad Archive

Alwaleed Philanthropies partnered with Bold agency in 2018 to launch Hero Next To Hero, a public interest campaign in Saudi Arabia that delicately navigated the evolving social landscape shaped by Vision 2030 reforms to advance the conversation around women’s empowerment within a traditionally male-dominated society. This film campaign unfolds as a nuanced narrative following a Saudi woman’s incremental journey toward personal and societal progress, underscored by the crucial support of her father, reflecting the real-world influence of male guardianship and positioning male allyship as a vital force for change. By choosing this narrative, the campaign does not confront cultural norms head-on but rather situates empowerment within the existing social framework, portraying it as a collective movement where progress is achieved through partnership between men and women. The initial teaser provoked strong reactions, including controversy and misunderstanding, which Bold strategically leveraged to deepen audience engagement upon the full film’s release, fostering empathy and encouraging viewers to share their own stories of support and empowerment. Rooted authentically in Saudi culture and heritage, Hero Next To Hero seeks to inspire both local and global audiences by asserting that advancing women’s rights is a revival of core societal values rather than a rejection of tradition. What Clapboard’s taxonomy would classify as FORMAT#5—Exemplary Story, the campaign’s structure centers on the evolving relationship between father and daughter as the narrative’s emotional and resolution-driving pivot, with the brand’s mission playing a decisive role in the story arc. This approach elevates the cause of women’s empowerment from abstract ideal to tangible, lived experience, effectively communicating that change requires shared commitment rather than isolated effort. The campaign earns 63/100 in Clapboard’s global creative archive. Hero Next To Hero matters to the advertising industry because it demonstrates how culturally sensitive storytelling can advance social progress within complex societal structures when a brand’s purpose is integrated authentically into a compelling narrative that invites collective participation.