Snapchat Brings Kingdom Lenscape Season 2 and Kingdom pARade for Saudi National Day
Two immersive AR experiences bring culture, storytelling, and brands to life in celebration of the Kingdom’s national day 🇸🇦
Dubai, United Arab Emirates – 24 September 2025
To mark Saudi National Day this year, Snapchat is introducing two innovative augmented reality (AR) experiences — Kingdom Lenscape Season 2 and the brand-new Kingdom pARade. Together, they are testaments to how AR can transform national celebrations into engaging, shared moments for millions across the Kingdom.
Kingdom’s Lenscape: A New Chapter in Future of AR Storytelling
Following the success of its debut, Kingdom Lenscape returns for Season 2 with a refreshed creative direction. This year, Snapchatters will be transported through an AR reality train emerging from the historic Saudi desert, an experience designed to symbolise the Kingdom’s journey of progress and unity. By blending cultural inspiration with advanced AR, the activation introduces a narrative that feels both familiar and futuristic.
The design invites users to step into a spectacle where Saudi heritage and innovation intersect, offering an interactive celebration that feels rooted in the past yet geared toward the future. This reimagined format, brought to life by brands including PepsiCo’s Lay’s, Rama Clinics, and Stars Smile, ensures Kingdom Lenscape continues to evolve as a flagship storytelling experience on the platform.
Kingdom’s pARade: A Flagship AR Celebration
Making its debut for Saudi National Day 2025, Kingdom pARade transforms Snapchat into the stage for a large-scale digital parade. Each participating brand will host its own parade segment, creating a mosaic of animated spectacles that unfold across the app.
The activation begins with a selfie lens, and once switched to the rear camera, users are immersed in branded animations floating across their surroundings, mimicking the grandeur of a live parade. With participants such as Level Shoes featuring Nike, Adidas, New Balance and On, NiceOne featuring YSL, Maybelline, NYX and Kerastase and Starbucks, this approach enables brands to join the celebration in an engaging and festive way, while Snapchatters enjoy a front-row experience to a uniquely digital show.
“Saudi National Day is a moment of pride and celebration for millions across the Kingdom. With Kingdom Lenscape Season 2 and Kingdom pARade, we are giving Snapchatters and brands the opportunity to take part in that celebration through immersive AR experiences that combine storytelling, innovation and cultural relevance,” said Mohammed Bouarib, Regional Creative Strategy & Innovation Lead at Snap Inc.
Together, the two activations highlight how AR can deliver fresh narratives and flagship brand moments, offering new ways for Snapchatters to celebrate one of the Kingdom’s most important occasions. With over 25 million monthly active users in Saudi Arabia, Snapchat is woven into the nation’s social fabric, and every year, millions turn to AR during National Day, underscoring its role as a powerful medium for cultural expression, brand storytelling, and national pride.
