2019 Winners & Shortlists

Why is this work relevant for Entertainment?

Using an unexpected hero, or in this case two, the nerdy scholar and his newfound sidekick, the mythical creature, a duo that will capture the nation’s attention, with their quick unlikely bond and musical talents, highlighting STC's broadband coverage at the

Background.

To keep up with the growing broadband competition, STC wanted to demonstrate its broadband network power in an unconventional way. Building on our existing online content hub LaYawagif, which hosted content in the form of webisodes about the strength of our broadband, we wanted to introduce another webisode that would highlight the strength of STC’s coverage.

Describe the creative idea.

The White Uromastyx, a webisode co-starring Abdullah, a PHD student, and Aldubb Alabyad, a nearly extinct reptile, showcasing the hardships Abdullah faced on his journey to find what was believed to be nothing more than a mythical creature.

Describe the strategy

For this episode we chose a hopeful scholar who depends a great deal on STC’s broadband coverage while he embarks on a journey to the middle of nowhere to find a mythical creature. But even after his search comes to an end, STC’s role continues in the most unexpected, fun way, further beyond the desert he ends up in!

Describe the execution

We launched our film on our LaYawagif platform, our social media assets and our YouTube channel.