How do you deliver a serious awareness message on a platform that moves at the speed of trends? For Saudi Customs, the answer was to create content that spoke TikTok’s language while keeping the campaign message clear and recognizable.

We created “Ma Ya’addi” as a comedy-led campaign that transformed awareness messages into entertaining, relatable scenarios. A platform-specific TikTok strategy shaped the campaign, drawing on audience behavior and emerging trends to create content that felt native to the platform.

We also developed a dedicated visual identity and produced an original campaign song to give “Ma Ya’addi” a distinctive and memorable personality. Through trend-driven content and ongoing audience engagement, the campaign was built not simply to appear on TikTok, but to behave like TikTok.