13 hours ago
- Entertainment
- Broadcast Pro
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.
