DUBAI LYNX / NATIONAL ADDYS - judges choice / CAPLES AWARDS / D&AD

Work done while at Wunderman Thompson

Unseen Lands 
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THE SITUATION

The Saudi Telecom Company (STC) boasts the largest network and the most extensive coverage in Saudi Arabia. However, it faced mounting competition in the telecommunications sector, where emerging players were in constant rivalry, vying to outshine each other by touting their network as the 'best,' 'quickest,' and 'most extensive.'

THE SOLUTION

To prove STC’s best-in-class 5G coverage we put the network to the ultimate test by sending Sarha, the world’s first content-creating camel, into the vast Arabian desert – a place that’s uninhabited, unseen and unreachable by most.

On Sarha’s back was state-of-the-art technology that enabled a renowned group of photographers around the world to connect remotely to a camera rig system using STC’s network to feed them live data to optimize and capture their photography from the comfort of their homes.