Aramco: Tires to roads

Aramco, a leading energy company, helped to reduce harmful emissions by recycling waste tires into roads in Saudi Arabia, simultaneously raising environmental awareness.

Campaign details

Brand: AramcoAgency: Leo Burnett KSARegion: EMEA



As part of Aramco's ambition to reduce emissions by 2025, our objective was to create a blueprint for ONE successful sustainability initiative. The top priority was to create a positive impact on the environment. The results generated would then help drive a case to further implement and scale across the Kingdom to tackle the bigger climate issue at hand. Additionally, to uplift Aramco's e-reputation score by 1.5 points, and lastly, raise awareness about the environmental challenges in Saudi Arabia.

Target Audience

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