STC - "Meet Sarha"

VML Riyadh (Wunderman Thompson)

VML Riyadh (Wunderman Thompson) Riyadh, Saudi Arabia

Awards

5677

Brand: STC
Country: Saudi Arabia

Advertiser: Saudi Telecom Company

Title	Meet Sarha
Brief	stc has the biggest network and coverage in KSA. But with competitors promising the same, we needed to defend this claim, once and for all. But how can we do that in Saudi Arabia? A country nearly 50% covered by desert, uninhabited, unseen, and unreachable by most? We introduced Sarha, the world’s first content-creating camel. Our relentless powerhouse pushed stc’s network to its limits and unveiled the nation’s unseen wonders to the world. We invited over 10 photographers from different parts of the world to shoot remotely and go places where no one has ever been to before. They connected to the solar-powered state-of-the art camera on Sarha's hump, and were able to take full control of the equipment using stc's powerful mobile network. The photos were streamed/uploaded at stable high speeds. An online platform and Instagram page for Sarha displayed the gallery and the data captured. As well, released the first outdoor gallery and book by a mammal. The camel had her own AR Snapchat lens too. Sarha still roams around today, inviting photographers worldwide to challenge stc’s network and embark on a journey of discovery.
Agency	VML Riyadh (Wunderman Thompson)
Campaign	Meet Sarha
Advertiser	Saudi Telecom Company
Brand	STC
Posted	November 2021
Business Sector	Consumer & Public Services
Story	stc has the widest mobile network coverage in Saudi Arabia, but competitors were overshadowing stc's unique claim. How could we gain the trust of the nation, defend stc's claim once and for all and promote stc's wide network coverage?
Media Type	Case Study
Chief Creative Officer	Chafic Haddad
Executive Creative Director	Rayyan Aoun
Creative Director	Firas Ghannam
Associate Creative Director	Ahmad Shanaa
Art Director	Bashar Dababneh
Art Director	Rawan Bakri
Copywriter	Alanoud Alassaf
Business Director	Jad Haddad
Account Director	Rabie Hassoun
Senior Account Manager	Joseph ElHage
Agency Producer	Wael Almadani
Chief Data Officer	Jason Carmel
Experience Technology Director	Shawn Herron
Creative Director	Matt Gilmore
Experience Technology Director	Matt Gilmore
GM Marcom Consumer	Faisal Othman Alsaad
Digital Media Director	Abdullah Alotaibi
Digital Media Manager	Hashem AlDabas
Digital Media Specialist	Anas Aldukair
Executive Producer	George Ghaya
Production Company Producer	Marie Joyce Melhem
Production Company Producer	Hayfa Khaled
Director of Photography (DOP)	Diego Cabezas
Director of Photography (DOP)	Alaaedine Enzawi
Film Editor	Joe Atta
Music Composer	Peter Atta
Colorist	Stefan King