2022 Winners & Shortlists

MEET SARHA

Short List
BrandSTC
Product/Service5G NETWORK
EntrantWUNDERMAN THOMPSON Riyadh, SAUDI ARABIA
CategoryLocal Brand
Idea Creation WUNDERMAN THOMPSON Riyadh, SAUDI ARABIA
PR WUNDERMAN THOMPSON Riyadh, SAUDI ARABIA
Production INTO REFLECTION Riyadh, SAUDI ARABIA

Cultural / Context information for the jury

Saudi Arabia is a large country with vast deserts. Nearly 50% of it is uninhabited, unseen, and unreachable by foot. In Saudi, the camel is an icon, historically labelled as the ship of the desert and is always venerated for its looks and grace. Sarha is “Rahala – in Arabic” a strong breed that is known and well-fit for journeying and covering long distances in the desert. This breed also has a higher endurance to extreme weather conditions. Furthermore, the chosen camel was a female, as this gender is known for their ability to wander the desert during the day and return home during the night. The project was launched in a time when Saudi Arabia opened for tourism for the first time, and in line with the country’s vision of unveiling its beauty to the world.

Please tell us about the brand in relation to the locality or market where the product / service is distributed

stc, saudi’s telecom company, has the biggest network and widest coverage in the Kingdom. But, due to tough competition, stc was losing this claim to other brands who were alleging the same. stc has always been seen as the leader in tech and innovation in Saudi Arabia. This project is part of “Unveil Saudi”, a bigger initiative that was launched by stc. It is a long-term platform that demonstrates the power of stc’s network coverage through unveiling un-seen before content about the country. In this year’s project, stc utilized Sarha, the camel, and decided to go even further and unveil the unseen deserts of Saudi Arabia, allowing stc to put its network to the ultimate test and reclaim its leading position when it comes to widest coverage.

Credits

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
Links
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