2022 Winners & Shortlists


Silver Lynx

Case Film

Presentation Image

Product/Service5G NETWORK
CategoryDigital & Interactive Design


The market was flooded with messages from competitors claiming to have the newest, widest, and strongest network, especially after the introduction of 5G. stc, who actually has the biggest network and widest coverage in Saudi Arabia, needed to defend this rightful claim.

Describe the creative idea (40% of vote)

A demonstration of stc's network power putting the remotest parts of Saudi Arabia on the map using a Camel - introducing Sarha the world’s first content creating camel giving access to unseen parts of Saudi using stc’s network. The camel roamed the desert for 7 days with High definition camera rigged on its back enabling photographers all over the world to capture real time photos from never seen before areas and upload them live to the platform. Not only were they able to take photos but they were also able to have full control over the camera – including light and angles. The unique content was then shared with Saudis' and the world. Full data of the journey was also captured and shared to showcase and demonstrate the strength of stc’s network.

Describe the execution (40% of vote)

Sarha’s journey was posted on its Instagram profile, giving the audience complete details of her journey. There were 2 different types of data visualization content: The first one was called “The Journal”, which visualizes each day Sarha ventured, and includes the locations it visited, the name of the photographers that connected to her, the data buffered (upload/download), the number of photographs taken, the distance covered, the elevation gained and the weather. The second one was called “Last Light”, which was specifically designed for each photographer, visualizing the photography details, sample of the photos taken, data used, distance covered and some other details too. The design of the data visualization was in-line with the brand identity of stc, in terms of color and typeface. Saudi’s desert topography was utilized as a design element in the background as well. Lastly, the content also featured real footages of our hero Sarha in action.

List the results (20% of vote)

Sarha, the unrelentless powerhouse pushed stc’s network to its limits and unveiled the nation’s unseen wonders, whether through content uploaded online or displayed on city streets, bringing to life the full power and experience of stc’s 5G network. We not only maintained perception of our network strength of 89% but increased it by 2%. Furthermore, our film received 4,479,812 Total views and 307,248,640 total impressions. Conversations around Sarha resulted in 1602 posts and 1620 mentions. All together culminating in $2million in PR Value. Today, Sarha is still roaming around, inviting photographers worldwide to push the limits of stc’s network and embark on a new journey of discovery.


Name Company Role
Chafic Haddad Wunderman Thompson Riyadh Chief Creative Officer
Rayyan Aoun Wunderman Thompson Riyadh Executive Creative Director
Firas Ghannam Wunderman Thompson Riyadh Creative Director
Ahmad Shanaa Wunderman Thompson Riyadh Associate Creative Director
Bashar Dababneh Wunderman Thompson Riyadh Art Director
Rawan Bakri Wunderman Thompson Riyadh Junior Art Director
Alanoud AlAssaf Wunderman Thompson Riyadh Copywriter
Jad Haddad Wunderman Thompson Riyadh Business Director
Joseph ElHage Wunderman Thompson Riyadh Senior Account Manager
Sara Chrieh Wunderman Thompson Riyadh Senior Account Executive
Dana Alkutoubi Wunderman Thompson Riyadh Head of Strategy
Joe AbouDaher Wunderman Thompson Riyadh Head of TV Production
Wael Almadani Wunderman Thompson Riyadh TV Producer
Jason Carmel Wunderman Thompson Seattle Chief Data Officer
Shawn Herron Wunderman Thompson Seattle Experience Technology Director
Matt Gilmore Wunderman Thompson Seattle Creative Director
George Ghaya Into Reflection Executive Producer
Joyce Melhem Into Reflection Producer
Hayfa Khaled Into Reflection Producer
Diego Cabezas Into Reflection Director Of Photography
Alaaedine Enzawi Into Reflection Director Of Photography
Mohammed Almanaa UM Media Director
Faisal Othman Alsaad STC Client
Abdullah Alotaibi STC Client
Hashem Aldabas STC Client
Anas Aldukair STC Client
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