#WhereInTheWorld

The travel industry, established for over a hundred years was riddled with tropes. Most travel campaigns followed a cookie cutter approach. To break away from this cliched style, we decided to take the path less trodden.

We used stunning, never-before-seen landscape images of Saudi, with copy that read “Where in the world is this?”. This concept was used across outdoor, digital, and a film, to create intrigue in one of the biggest teasers the world has ever seen. The follow-up campaign identified the mysterious beautiful landscapes as all being from Saudi Arabia.

Case Study

Concept Board

Teaser

Key Visual

Reveal