Brand | ROYAL COMMISION FOR ALULA |
Product/Service | ALULA DESTINATION |
Entrant | LEO BURNETT Riyadh, SAUDI ARABIA |
Category | Social Behaviour & Cultural Insight |
Idea Creation
|
LEO BURNETT Riyadh, SAUDI ARABIA
|
Production
|
QUAD PRODUCTIONS Paris, FRANCE
|
Write a short summary of what happens in the film
This film is about Al Ula. Saudi Arabia’s hidden gem. Visiting al Ula is like walking through a live museum of breathtaking archaeological sites and absorbing the amazing history of the place. It is truly a masterpiece of the world. This film is the first destination brand campaign for al Ula, so we positioned it as the world’s masterpiece. And we shot it in a spectacular and intimate way, like one would shoot a piece of art, not a regular travel destination. Instead of fast, sunny travel destination shots, our shots are slow, almost steady, giving the viewer time to take it all in. Instead of upbeat music, our music was composed to pay tribute to each natural scene, revealing with every slow note, the masterpiece al Ula is. And our VO was delivered in the most natural way, by a Saudi woman, reciting a slow poem to Al Ula.
Cultural / Context information for the jury
Saudis love to travel and discover the world to, usually, escape home, which they believe to know so well. With 2020 limiting world travel, we saw it as a great opportunity to promote al Ula, Saudi’s hidden gem, to Saudis, since it is a masterpiece that foreigners would add to their 2021 bucket list. And as tribute to this masterpiece, to its beauty and femininity, and to the advancement of Saudi Arabia, we created the first Saudi travel commercial to feature an all women cast.
Please tell us about the social behaviour and / or cultural insights that inspired your campaign
Saudis love to travel and discover the world to, usually, escape home, which they believe to know so well. With 2020 limiting world travel, we saw it as a great opportunity to promote al Ula, Saudi’s hidden gem, to Saudis, since it is a masterpiece that foreigners would add to their 2021 bucket list. Saudis also have a lot of national pride, and so we gave them something to be proud of at home.
Credits
Mohammad Bahmishan |
Leo Burnett KSA |
Conceptualization |
Saadi Alkouatli |
Leo Burnett KSA |
Conceptualization |
Mohammed Sehly |
Leo Burnett KSA |
Conceptualization |
Bilal Kabbani |
Leo Burnett KSA |
Conceptualization |
Mohammed Omeira |
Leo Burnett |
Conceptualization |
Ehab Armanious |
Leo Burnett KSA |
Conceptualization |
Alaa Ghazi |
Leo Burnett KSA |
Conceptualization |
Habeeb Al Najjar |
Leo Burnett KSA |
Conceptualization |
Khawla Rayes |
Leo Burnett KSA |
Conceptualization |
Thamer Farsi |
Leo Burnett KSA |
Conceptualization |
Mazen Mitri |
Leo Burnett KSA |
Conseptulization |
Bruno Aveillan |
Quad |
Direction |
Melanie De Souza |
Royal Comission For AlUla |
Conceptualization |
Charlotte Eland |
Royal Comission For AlUla |
Conceptualization |
Martin Coulais |
Quad |
Conceptualization |
Claudia Traeger |
Quad |
Conceptualization |
Nataly Aveillan |
Quad |
Conceptualization |
Thanh Long Beach |
Quad |
Conceptualization |
Sylvain Canaux |
St Louis Post House |
Conceptualization |
AOC Attention O Chienens |
Attention O Chienens |
Conceptualization |
Fran Soto |
Quad |
Conseptulizaion |
Links
Video URL