Ithra's artistic differences

This new campaign from Leo Burnett KSA Jeddah is for Ithra, which means 'enrichment' in Arabic, and is an institution which celebrates human potential and empowering creativity.

The two spots, directed by Mohamed El Zayat, take two famous creative minds - Leonardo DaVinci and Isaac Newton - and essentially ponder the question 'what if social media existed in their lifetimes?'. 

The social media awareness campaign looks at the negative effects of continued online self-assessment as well as the addictive nature of the social media and the impact it can have on artists.