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2022 One Show - Creative Use of Data

Meet Sarha

Agency Wunderman Thompson / Riyadh + Wunderman Thompson / Seattle + stc / Riyadh + Into Reflection / Riyadh

Client stc


Real-Time Data

Annual ID


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




Wunderman Thompson / Riyadh
Wunderman Thompson / Seattle

Client / Brand

stc / Riyadh

Production Company

Into Reflection / Riyadh

Art Director

Rawan Bakri


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

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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