PARIS, FRANCE — In a world where we have seen it all, done it all, there is still one untouched land ready to be explored: Saudi Arabia.
Ever since Saudi started to open to the world, some explorers decided to embark on an unprecedented adventure.
They discovered a unique culture, a land of storytellers. They discovered and met exceptional people, curious and heartful, a new generation of women and men embracing changes in an unprecedented momentum.
To pay tribute to this momentum, to all those changes taking place in Saudi Arabia, agency BETC Paris chose to portray a woman, who travels alone throughout the country, discovering the beauty of its landscapes, the strong cultural heritage, and the amazing hospitality of its people through the “This Land is Calling” campaign.
“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,” shared Bertille Toledano, BETC President.
The Saudi Tourism Authority and its new strategic Agency BETC reveal “Saudi Odyssey,” their new compelling global campaign directed by acclaimed director Antoine Bardou-Jacquet (Partizan), with a special music score by renowned composer Guillaume Roussel.
The partnership extends its thanks to His Excellency Ahmed Al Khateeb, Minister of Tourism and Chairman of the Board of Directors of the Saudi Tourism Authority and to Her Highness Princess Haifa Bint Mohammed Al Saud, Vice-Minister of Tourism, Ministry of Tourism, for their trust and enthusiasm.
Credits:
BRAND: Saudi Tourism Authority
BRAND MANAGEMENT:
Fahd Hamidaddin
Raad Alkhanbashi
Arcan Murshid
Lama Alhanaki
Rayan Akhonbay
Lulua Alrodhan
Yazeed Almujalli
AGENCY: BETC HAVAS
AGENCY 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 DIRECTOR:
Caroline Grimprel
Landry Stark
David Lesage
COPYWRITER:
Alexander Choat
MUSIC CREATIVE DIRECTOR:
Adam Ghoubali
Sidney Guillen
STRATEGIC PLANNING:
Mattia Bellomo
Kylian Duguey
CREATIVE RESOURCE COORDINATOR: Helene Guillaume
TV PRODUCERS:
Karim Naceur
Héloïse Roussier
Jennifer Braux
PHOTOGRAPHERS:
Julien Soulier
Caroline Grimprel
ART BUYING:
Isabelle Mocq
Stéphanie Giordano
FILM PRODUCTION: PARTIZAN
SOUND PRODUCTION: GUM
DIRECTOR: Antoine Bardou-Jacquet
HEAD OF MEDIA:
Edwina Machalani (STA)
Soham Nadkerni (PHD)
