The tagline for the campaign "وش معدنا" has two distinctive meanings that both fit as a perfect message, directly and indirectly.

The first meaning is "What is our metal?", a direct teasing message about the thrilling years to come for the metal and mining industry in Saudi Arabia, which is being explored and introduced like never before through the campaign.

The other meaning is "What we're made of" or "What we really are", which is about the people of the Kingdom and their capabilities for the future.

The two messages, together, bring the nation's past, present, future, people, wealth and dreams in one consolidated message, to the people of the Kingdom and the world.