Ever since Saudi started to open to the world, some explorers have embarked on an unprecedented adventure. In many ways, it was as if they had landed on a different planet. They discovered a unique culture, met exceptional people, a new generation of women and men embracing changes in an unprecedented momentum.
Saudi Tourism’s new agency, BETC, has captured this enticement in a campaign called Saudi Odyssey, that sets Saudi Arabia apart by presenting it as an “unknown” to be discovered.
The campaign story is told by a woman, who travels alone throughout the country (a strategic idea that mitigates the region’s reputation), discovering the beauty of its landscapes, the strong cultural heritage, and the amazing hospitality of its people.
“A few months ago, Saudi Tourism opened the door of its country and we decided to walk through it. Since then, it has been a profound journey. We discovered more than a destination, we discovered l’Arabie,” stated Bertille Toledano, president of BETC Paris.
The campaign, running across UK, France, Italy, Germany, and the US, was directed by Partizan director, Antoine Bardou-Jacquet, with a special music score by renowned composer, Guillaume Roussel.
Credits:
Client: Saudi Tourism Authority
Client Team: Fahd Hamidaddin, Raad Alkhanbashi, Arcan Murshid, Lama Alhanaki, Rayan Akhonbay, Lulua Alrodhan, Yazeed Almujalli
Creative Agency: BETC Havas
Account Management: Bertille Toledano, Guillaume Espinet, Baptiste Lerousseau, Vittorio Lucchini Gilera, Yasmine El Boury, Simon Leroy, Capucine Delort
Executive Creative Director: Alasdhair McGregor
Creative Director: Guillaume Rebbot
Art Directors: Caroline Grimprel, Landry Stark, David Lesage
Copywriter: Alexander Choat
Music Creative Directors: Adam Ghoubali, Sidney Guillen
Strategic Planners: Mattia Bellomo, Kylian Duguey
Creative Resource Coordinator: Helene Guillaume
TV Producers: Karim Naceur, Heloise Roussier, Jennifer Braux
Photographers: Julien Soulier, Caroline Grimprel
Art Buyers: Isabelle Mocq, Stephanie Giordano
Production Company: Partizan
Director: Antoine Bardou-Jacquet
Sound Company: GUM
