The content creating camel, yes that’s right, a camel! 
Nour Hamam, International Participants Manager at Expo 2020
A docu-style film shows Sarha (which loosely translates to “the wanderer” who has a camera mounted on it’s back as it roams the deserts of Saudi Arabia. 
Why? it is to show the beauty of photography and highlight the coverage of STC company (Saudi Telecom Company). part of the unveil Saudi campaign of STC its aims to rival the largest networks who claim to have the widest coverage. 
Saudi Arabia happens to be a big country with vast deserts, and many parts of the country are uninhabited, un-survivable and un-reachable by most, except for the desert camel; the only being that can easily get there.
When asked about why they chose a camel not any other dune buggy, Rayyan Aoun executive creative director from Wunderman thompson says ” We heard a lot about the country’s most remote deserts, and how hard it is for humans to get there by simple means. We looked at who lives there, and it was obvious for us that it’s the camel. 
The camel is a cultural icon that holds a very special place in Saudi Arabia’s heart. The animal is venerated for their good looks, grace, and speed. Most importantly, a camel is symbolized as the “ship of the desert”. It can travel long distances on harsh desert terrains and can visit places that are hard to reach on human foot.
A well executed campaign that is brilliant and out of the box, reached the untouched and most remote areas which are only inhabited by desert camels that are able to endure the weather conditions of the desert.  
This kind of ad resonates because it’s engaging, tells a story and highlights an important message about Saudi tourism that is currently booming. 
Created by Wunderman thompson, the campaign hit a total impressions of 307,248,640,  total number of 1602 User generated posts and views totaling 1.3 million. 
The campaign was further amplified by an IG account Unveil Saudi to show the best photographs captured through the eyes of Sarha the content creating camel. 
It’s a genius idea to think outside the box, tell a story in an engaging way using a popular and national animal which is a camel! It makes us go back to basics, using nature and animals integrated with technology to tell a captivating story of wide coverage and raw footage. 
Now the message of tourism makes me want to visit and capture the beauty of the Saudi Arabian deserts in the most stunning way. 
Saudi Tourism is currently booming with the historical site of al Ula, the new hub for tourism and archeology, it’s a new marvel of the world that’s vast and ancient. It shows the raw beauty of the desert which not inhabited by the rest of the world. 
The nearly 4 minute docustyle film is a breath- taking showcase of technology combined with footage of the deserts that can be controlled through the user’s phone satellite, It has made me wonder what other animals can be used for this? 
They went as far a choosing the right kind of breed of camles called “Rahhala” which a strong breed that is known and well-fit for journeying and covering long distances in the desert. It also has a higher endurance in extreme weather conditions 
Next on my bucket list  is meeting Sarha to create and inspire some beautiful content!  Kudos to the team behind this idea that is fresh, and well executed. 
The award winning campaign created by Wunderman Thompson has left a very positive impression on me. 
What did you think of it?