Riyadh, Saudi Arabia - 19 June 2025: SRMG Labs earned prestigious Gold and Silver Lions at the Cannes Lions International Festival of Creativity — one of the world’s most influential global platforms celebrating excellence in branded communications. The awards were given in the Audio & Radio category for The Second Release, a campaign developed by SRMG Labs for Billboard Arabia that honours the legacy of Saudi Arabia’s first female musical icon, Etab. Fewer than 0.78% of all entries receive a Gold Lion — underscoring the rarity of this achievement and positioning SRMG Labs among the world’s creative elite.
The campaign used advanced AI technology to bring Etab’s voice and image back to life, introducing her legacy to a new generation. Centered around a remastered version of her beloved track “Ya Saudi, Ya Saudi”, the campaign reintroduced Etab not only as a musical pioneer, but as a symbol of Saudi Arabia’s cultural evolution and growing space for female artistic expression. From a stylized music video to urban fashion, outdoor creative, and digital amplification, the campaign blended heritage and innovation, sparking nationwide conversation. It was launched to coincide with Saudi National Day in 2024 and was also recognized with 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 for SRMG Labs and for the region’s creative voice. In just two years, Labs has become one of Saudi Arabia’s leading creative agencies. Earning such rare recognition speaks volumes about the caliber of our work, the talent behind it, and SRMG’s commitment to reimagining the creative landscape 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 honoring 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 recognized 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.
This dual win marks another creative milestone for SRMG Labs, reinforcing its position as one of the region’s most awarded and forward-thinking agencies. Since its launch in 2022, SRMG Labs has consistently delivered impactful work that blends technology, storytelling, and cultural relevance. With accolades spanning Cannes Lions, Dubai Lynx, LIA, and national recognition from the Saudi Ministry of Culture, the agency continues to push creative boundaries while telling stories rooted in identity, purpose, and innovation. The campaign also reflects Billboard Arabia’s mission to revive and celebrate the region’s musical heritage, spotlight underrepresented voices, and connect new generations with the cultural icons who shaped the sound of the Arab world.
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