SRMG Labs win Gold and Silver at Cannes Lions
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 per cent of all entries receive a Gold Lion – underscoring the rarity of this achievement and positioning SRMG Labs among the world's creative elite.
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.'
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 stylised 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 recognised with the Cultural Impact Award from the Saudi Ministry of Culture.
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 recognised it.'
The recognition arrives at a time when Saudi Arabia's creative and cultural industries are undergoing rapid transformation. 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. Since its launch in 2022, SRMG Labs said it 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 aims to reflect 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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