BY THE NUMBERS

Stepping up to Protect Saudi Citizens

Client: ASJC Agnecy: W7Worldwide

In response to the Covid-19 crisis, leading building management and HVAC systems provider Al Salem Johnson Control Systems stepped up to develop solutions that would help protect Saudi citizens in the pandemic. The company has the world’s second largest cooling station at the Holy Mosque of Mecca and one of the largest cooling stations in the world at the Prophet’s Mosque in Medina, providing vital behind-the-scenes infrastructure many Saudi citizens are not aware of.

W7Worldwide created a dedicated Covid-19 education and awareness programme for ASJC, to highlight the extraordinary preparations taken by the company to serve and protect pilgrims and the community. An integral part of the campaign was to evoke emotion around a technical solution since it relates to one of the most significant religious destinations for Muslims.

The agency described Al Salem Johnson Controls’ special measures and efforts undertaken to ensure a safe Hajj. It produced an educational infographic that demonstrates the sheer size and scale of the world’s biggest chiller provided by ASJC. For Ramadan 2020, W7Worldwide worked with local news outlet Sabq.org to engage Saudi and regional target audiences, securing a media partnership to show an explainer video and content on the website’s home page.

The Living Museum

Client: RCU Agency: Create Media Group Filming: Argon

Welcome to The Living Museum, an online constellation of stories of Al Ula that takes audiences from around the world on an immersive digital journey, inspired by the region’s geography, arts, heritage and nature. The website experience journeys through time, creating audience connections to Al Ula’s past, present and people. The site lives through its content; rich visuals, mobile-first video and 360-degree immersions. Through an acknowledgment of the deep importance of storytelling to the region, it builds a narrative for its audience.

The Living Museum was designed mobile-first, with a user experience inspired by social media. Using the latest front-end techniques, developed on secure and scalable technology, an intuitive user experience was delivered. Mini history documentaries, a series of expert conversations, rich media galleries and interviews with interesting figures from the local community were conceptualised, scripted and developed in-house to deliver a content structure that builds layers of information as users explore the site.

Period or not, she can

Client: Kotex Agency: AKQA

Though Saudi Arabia is changing, many women feel restricted in expressing themselves freely regarding their periods.

This prompted Kotex to launch SheCon (or SheConversation) – a 360-degree campaign to spark dialogue on periods as a natural part of womanhood through four ‘REDefiners’: Zahra Lari, the region’s first figure skater; Hatoon Kadi, Saudi’s first female comedian; Ghalia Amin, Saudi’s first plus-size model; and Leesa, Saudi’s first female rapper. The campaign triggered strong fan growth on social channels, over 1 million views on YouTube and, most importantly, sparked conversations helping eradicate the debilitating stigma around periods.

Stressing the Importance of Fire Safety

Client: OFSAC Agency: W7Worldwide

The Saudi International Oil and Fire Safety Conference, OFSAC, represents a key event in the world’s largestproducing oil country as part of the kingdom’s commitment to continuous improvement of fire safety standards and policies in the oil and gas sector. As a government event, the project required a top-notch communications platform to attract visitors and raise awareness. W7Worldwide created an educational campaign highlighting the significance, progress and prospects of the oil and gas industry in Saudi Arabia. OFSAC 2019 attracted 10,000 visitors and was featured on CNBC.

The Richest Race

Client: The Saudi Cup Agency: Full Stop Planning director: Khalid Abdulaziz Junior planner: Mohammad Alakil ACD: Mohammed Al Shoaibi Copywriter: Saleh Al Zuhair Senior art director: Omar Mougharbel Social media manager: Mohammed Hamadah Producers: Reema Talal, Laama Al Madani Production: Into Reflection

The Saudi Cup is an international horse race held at King Abdulaziz Race Track in Riyadh, Saudi Arabia. It is the richest horse race ever held. In this race’s inaugural year, the Jockey Club faced some challenges on the logistical level to get the race under way. Full Stop identified a great positioning for the richest race (from a monetary angle) to become the richest race on other fronts (culture, fashion, food and experience).

From I Can’t to I Can

Client: Sports for All Agency: FP7 Riyadh Creative team: Nidal Bou Hamdan; Hosam Mobarak; Alex Caayao; Mustapha Bash; Sara Fattani; Elizabeth Abou Haidar Client management and digital teams: Salim Fayed; Jad Abdelkader; Ahmed Alajami; Naif Alshaikh

Sports for All Federation (SFA) sits under the Ministry of Sports, and its main role is to advocate healthy living and physical activity by organising neighborhood and outdoor sports events. The creative idea was built around a simple fact, that movement is an essential part of life, and nothing can be achieved while standing still. As a result, the campaign had a direct and simple call to action: “Start Moving Now.”

The films were based on insightful stories and testimonials of real people talking about their transformational journeys, agony, perseverance, commitment, and how eventually, they were able to change their lives by making physical activity a daily routine. After launching the campaign, FP7 created a digital hub, in collaboration with professional trainers, to motivate people and guide them by providing useful work-out routines and helpful tips.

If Spiny-Tailed Lizards Spoke, What Would They Say?

Client: Gulf Health Council – Salamatak Agency: Telfaz11 Producer: Mujahed Aljumaiah Creative director and writer:

Mohammed Algarawi Director: Ziyad Alzahrani Art director: Ahmed Baageel Director of photography: Bilal Albader Special effects: Hasan Aldabaan

Our story unfolds through the perspective of a spiny-tailed lizard, an endangered species suffering from rampant hunting (food/sport) and lumbering caused by humans who are positioned as the intruder to our protagonist’s environment. We go through our hero’s life from childhood and its relationship with its mentor and grandfather, to its first love story, its firstborn, and the inner/outer-harmony of the hero’s life and balance with the environment. Throughout this journey, the protagonist walks us through the importance of being in-tune with nature and the synergy between nature and the various life-forms it hosts. Tragedy strikes when the little daughter turns on the lights of their burrow, alerting humans to push them out of their dwelling using the common technique of gassing lizards. The story ends with the hero warning humans that if they stick to their evil ways, they will be the next on the extinction train.

Don’t Let it be Your Story

Client: Mobily Agency: Full Stop Creative director: Loui Kofia Account manager: Rayan Jari Copywriter: Yara Morad Production: Leap, Nojara

Telecoms provider Mobily has a wide variety of internet bundles that include 15 packages divided into data SIMs, data vouchers and add-ons that would be applied on your regular calling bundle. The objective of the campaign is to summarise all data products. Full Stop’s campaign message was ‘Do not let it be your story’. The agency reflected our message in a video where it showcased people put in difficult situations for not picking the right package that suits their needs. The video was created in a serious dramatic style to exaggerate the situations to the maximum, positioning Mobily data packages as the solution and the uncommon saviour. The video was made with a cinematographic feel, which allowed Full Stop to extract a cinema teaser and reveal its videos across social media channels with visuals and the main video.

Barefoot Luxury

Client: Soneva Resorts Agency: W7Worldwide

Soneva is a sustainable luxury resort operator in the Maldives and the original ‘Barefoot Luxury’ brand. W7Worldwide needed to introduce and manage the brand image and reputation of this luxury brand to a specific, niche target audience. Soneva offers responsible tourism with ‘intelligent luxury’ in mind and a mission to create experiences for guests that provide real luxury in a sustainable manner and are meaningful, rare, and memorable.

With no tangible presence in the Saudi market, W7Worldwide created a fully integrated and targeted communications strategy to introduce the concept to relevant target audiences as an aspirational and experiential dream destination.

This involved profile-building for the founder of Soneva to communicate the brand’s DNA, vision and industry leadership. The agency identified a TV shows on the MBC Action channel called Eish al Door as the perfect platform. W7Worldwide brought the Soneva experience to life by securing a dedicated one-hour episode on the channel.

Listening is Everything

Client: Spotify Agency: FP7 Riyadh Creative team: Nidal Bou Hamdan; Hosam Mobarak; Alex Caayao; Sara Fattani; Ali Ahmad; Saleh Al Eshaiwi; Elizabeth Abou Haidar Client management and digital teams: Jad Abdelkader; Samar Abdelmalek

In 2020 – and with people stuck at home due to Covid-19 – Spotify launched its “Listening is Everything” campaign highlighting the importance of music and the positive effect it has on one’s psyche. Music was the main aspect of this campaign, where it was highlighted as a power that can change one’s mood, and the fact that music can help with your mental health was raised as well.

For the campaign to be successful, it needed to be smart, witty and with a light sense of humour. With this in mind, Spotify introduced its hyper-localised version of the campaign, celebrating the power of music in a more playful and joyous manner. Several films were shot reflecting these key transitional moments, supported by a memeinspired outdoor campaign that utilised a play on words and puns in delivered witty messaging about the power of music.

Strong Tea

Client: Baja Agency: Extend

Baja is a leading Saudi company that produces the finest nuts, coffee, teas and dried fruits of all kinds. Baja wanted to launch a campaign that communicates in a local narrative the launch of the “strong tea”.

Extend created an insight-driven film that puts the consumer in the heart of the story. The film is a homage to those who celebrate concentrated/strong tea and used a visual language that is deeply relevant to our consumers in a way that was never before used in a tea commercial in Saudi Arabia.

Tech Champions

Client: MCIT Agency: Dice Senior art director: Ahmed Sabry

Tech Champions is an initiative done by MCIT for Saudi entrepreneurs to share new ideas and projects, and 10 winners got awarded with money plus a push from the ministry itself to encourage entrepreneurship in KSA.

Dice had planned to run the event as a physical event, but due to Covid-19 they had to convert the event in a very short period of time to a virtual one.

The agency’s goal was to provide a fully branded, fit-for-purpose virtual event that offered a premium experience for attendees. It transported the audience into a new world with augmented reality and streaming virtual stage design, and hosted the conferences with a spectacular digital landscape for live presentations. Using a green screen and digital background, Dice superimposed a person onto a virtual landscape presenting statistics, keynote presentations and product launches to make it more visually rich and informative. More than 8,000 people joined the live stream.

The Neighbour that Gets You

Client: HungerStation Agency: Extend

HungerStation wanted to celebrate precious Ramadan moments through stories that position them as ‘the next-door good neighbour’.

In order for HungerStation to own a humanised persona in the minds of the target audience, the campaign needed to be entertaining and brand specific. So Extend created a musical film that tells a story of a man who has a cooking accident as he is preparing the Ramadan Iftar and how his neighbours rush to his aid by ordering him grocery ingredients and food through the the HungerStation app. Extend launched a CSR initiative to encourage people to donate meals to those in need through the app. And to top things off, HungerStation launched a film for Eid Al Fitr that shows how the neighbourhood celebrated Eid with song and a dance challenge.

Welcome to Arabia

Client: Saudi Tourism Authority Agency: PHD Media Platform: TikTok

With travel restrictions easing up and competition intensifying, The Saudi Tourism Authority searched for a tool that would help Saudi Arabia stay top-of-mind and further cement the kingdom as a go-to travel destination. Enter “Welcome to Arabia”. In partnership with PHD Media, the campaign’s first phase focused on increasing awareness through Top View Ads and Brand Auction across 14 international key markets. The second phase invited the world to see Saudi through the eyes of some of the kingdom’s most celebrated TikTok content creators. This was brought to life through #IfYouVisitMe, a series of native TikToks highlighting Saudi’s best destinations along with itinerary inspirations for each across three key pillars: Discover, Experience and Meet.

In collaboration with Ipsos, TikTok For Business conducted a brand lift study that showed positive uplift in intention of visit across all 14 international markets. The campaign produced incredible results with native content on TikTok, achieving 118 million impressions and 85 million video views. In addition, the use of boosted TikToks and real-time discovery via TikTok Live amplified the familiarity of Saudi and positioned the kingdom as a must-see tourist destination.

From Resistance to Resiliance

Client: VirtuPort Agency: W7Worldwide

The Middle East and North Africa Information Security Conference, MENAISC, is the biggest cybersecurity conference in the MENA region. Hosted by leading cybersecurity advisory company VirtuPort for the past eight years, the 2020 event took place virtually due to Covid-19, with the participation of seven different countries under the theme “From Resistance to Resilience”.

W7Worldwide’s partnership with VirtuPort for the fourth year running in promoting MENAISC enabled them to respond quickly to the extraordinary circumstances. They adapted the communications strategy to the event’s virtual format, deploying digital PR tactics and providing timely thought leadership on the significant rise in cyber threats since Covid-19. To engage Saudi media and target audiences, they aligned MENAISC with Saudi Vision 2030 in uplifting the technology sector, helping to diversify the country’s economy and nurturing local talent.

Brand launch

Client: Yelo Agency: Extend

With the transformation happening in Saudi Arabia and the activation of tourism, Al Wefaq, a Saudi car rental company, wanted to rebrand into a modern brand that is easier to pronounce by visitors to Saudi Arabia and maintain the trust and recognition of the local consumer.

Extend created a campaign that tells the story of this insight, showcasing the nostalgic brands that everyone knows and calls by their colour or mascot, and told a story of a brand that was part of the Saudi people’s journeys for the past 20 years.

Empowering women in cybersecurity

Client: WiCSME Agency: W7Worldwide

Women in Cyber Security Middle East 2020 hosted its first annual virtual conference in November 2020 to attract women in the region to the industry, empower them, connect them with international and regional experts, and help them achieve their professional goals. W7Worldwide needed to respond quickly to the virtual format of the event with an effective communications platform that created a bridge with key target audiences to achieve coverage, awareness and attract visitors. They deployed thought-leadership content around topical issues, building a futureproof communications platform and authoritative industry voice for WiCSME.

Making Arabia Bake Again

Client: Hershey’s Agency: Sweetwater KSA

Sweetwater KSA partnered with Hershey’s Kitchen to bring some much-needed fun back to the malls of the kingdom. Mothers and kids were invited to book for special live baking lessons, hosted by some of the hottest chef influencers: chefs Maysa and Esraa.

Despite flour and egg shells on the floor, the beaming smiles and enduring enthusiasm of the learner chefs produced some exciting recipes across the four days, all featuring, of course, Hershey’s Chocolate Chips.

With more than 40,000 face-to-face engagements in Jeddah alone, coupled with 1,400 framed pictures given out, great family baking memories are sure to live on.