The objective behind the campaign is to celebrate the achivement of 1000 saudi employes as part of the Matestro team. The initiative was taken post the statement of the minister of civil service in an interview were he stated that the productivity of the Saudi employee is only 30 min in a day which resulted in a large resentment in the society.

The insight is when a Saudi is starting his hard work day he takes of his national pride symbol (the Shumag) off and hangs it during working hours and wears it back when he is done.