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Meet Sarha
Agency Wunderman Thompson / Riyadh + Wunderman Thompson / Seattle + stc / Riyadh + Into Reflection / Riyadh
Category
Real-Time Data
Annual ID
OS22_CU026M
About the Work
Challenge:
Stc, Saudi’s leading telecom company, has the biggest network and widest coverage in Saudi Arabia. But with competitors promising the same, we needed to defend this rightful claim.
Key insight:
We explored the realities of network coverage. As we thought about how far the network could reach within the Kingdom - we were reminded how vast and largely undiscovered the Saudi Kingdom is – with much of it un known even to Saudis themselves. Nearly half of the country is uninhabited, unseen, and unreachable by foot.
Solution:
We introduced Sarha, the world’s first content-creating camel that can reach the remotest places of Saudi Arabia. In collaboration with international photographers, our relentless powerhouse pushed stc’s network to its limits and unveiled the nation’s unseen wonders. Sarha was the photographers’ eyes, giving them full control of the camera rig system on its hump allowing them to take beautiful high-definition images in real-time, buffered and uploaded at network’s high speeds. Photographers’ were connected 24/7 to Sarha through a specially designed and developed control center. As a result, epic photos and never-seen-before content were uploaded onto Sarha’s online platform, and the rare content was used to engage people all over the Kingdom. Sarha also shared real-time data through a dashboard all visualized and published on its Instagram account for people to follow day-by-day, visualizing a broad range of data, from steps taken and data consumption in real-time, as well, capturing exact coordinates and full photography details. The data visualization were divided into two categories: 1- The Journal: which gave people day by day details about Sarha’s journey, from locations visited, elevation gained, steps covered, connected photographers, interned data consumption and a sample of the content taken. 2- Last Light: which gave the followers real-time data on each photographer separately and provided the metadata of their photography as well.
Cultural Background:
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 a female “Rahala – in Arabic” a strong breed that is known and well-fit for journeying and covering long distances in the desert.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Wunderman Thompson / Riyadh
Wunderman Thompson / Seattle
Client / Brand
stc / Riyadh
Production Company
Into Reflection / Riyadh
Art Director
Rawan Bakri
Copywriter
Alanoud Alassaf
Chief Creative Officer
Chafic Haddad
Creative Director
Firas Ghannam
Director of Photography
Alaaedine Enzawi
Diego Cabezas
Executive Creative Director
Rayyan Aoun
Executive Producer
George Ghaya
Producer
Hayfa Khaled
Joyce Melhem
Associate Creative Director
Ahmad Shanaa
Senior Art Director
Bashar Dababneh
Business Director
Jad Haddad
Chief Data Officer
Jason Carmel
Creative Director / Experience Technology Director
Matt Gilmore
Digital Media Director Consumer
Abdullah Alotaibi
Digital media section manager
Hashem Aldabas
Digital Media Specialist
Anas Aldukair
Experience Technology Director
Shawn Herron
GM Marcom Consumer
Faisal Alsaad
Head of Strategy
Dana Al-Kutoubi
Head of TV Production
Joe Aboudaher
Senior Account Executive
Sara Chrieh
Senior Account Manager
Joseph ElHage
TV Producer
Wael Almadani
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