Saudi Telecom has a 'content creating camel' roaming deserts

Project by Wunderman Thompson demonstrates its network coverage

Published On
Jul 08, 2021

Editor's Pick

We've seen some impressive stunts by mobile companies trying to demonstrate the strength of their network coverage recently; for example, EE got a robot barber to shave "Lucifer" actor Tom Ellis on a mountain-top recently, all over a video call. 

But here's a campaign from the Middle East that takes things to even more of an extreme; Saudi Telecom now has a "content creating camel" roaming deserts to connect photographers to the country's most remote corners.The idea is to promote its coverage at a time when Saudi Arabia is opening up to tourism for the first time.

A team from agency Wunderman Thompson installed a dedicated high tech camera rig system on the hump of the camel, called Sarha, consisting of a laptop, solar panels, cam-ranger, and hotspot router connected to the internet.  The idea is to allow photographers to connect remotely to the camel while it is roaming, and to capture areas that no humans can easily access. The resulting footage will appear in online films, ads and content. Some of the pictures can be seen at the "Unveil Saudi" Instagram account.

The project was global; Wunderman Thompson Saudi Arabia initiated the idea and led the whole execution phases of the project, while Wunderman Thompson Seattle constructed and produced the technology, including a camera controlling software for the camel, as well as a website that photographers used to access the camel camera, and also designed and collected data and analysis for the animated Instagram posts.  Wunderman Thompson Costa Rica led data visualization efforts, animating the Seattle team’s designs, and connected those animations to the data sets collected.

“This is art meets technology meets culture,” said Rayyan Aoun, executive creative director, Wunderman Thompson Saudi Arabia, in a statement. "All in a creative, data-driven way. A journey of cultural discovery documenting breathtaking imagery through the lens of technology."


Jul 08, 2021
Client :
Saudi Telecom
Agency :
Wunderman Thompson Saudi Arabia
Photographer :
Zay Yar
Photographer :
Cody Cobb
Photographer :
Marco GrassiMarco Grassi
Photographer :
Ozan Akkaya
Photographer :
Ben Jacks
Photographer :
Najib Mrad
Photographer :
Ahmad Almali
Photographer :
Anthony Lamb
Photographer :
Noura Amri
Photographer :
Sanne Derks
Photographer :
Jannis Tomtsis
Agency :
Wunderman Thompson Saudi Arabia
Chief Creative Officer :
Chafic Haddad
Executive Creative Director :
Rayyan Aoun
Creative Director :
Firas Ghannam
Associate Creative Director :
Ahmad Shanaa
Art Director :
Bashar Dababneh
Junior Art Director :
Rawan Bakri
Copywriter :
Alanoud Al-Assaf
Business Director :
Jad Haddad
Associate Business Director :
Rabie Hassoun
Account Director :
Yasmin Moufti
Senior Account Manager :
Joseph Elhage
Head of TV Production :
Joe Abou Daher
TV Producer :
Wael Almadani
Chief Data Officer North America :
Jason Carmel
Experience Technology Director :
Shawn Herron
Creative Director/Experience Technology Director :
Matt Gilmore
Executive Producer :
George Ghaya
Producer :
Hayfa Khaled
Director of Photography :
Diego Cabezas
Director of Photography :
Alaaedine Enzawi
GM Marcom Consumer :
Faisal Alsaad
Digital Media Director :
Abdullah Alotaibi
Digital Content Development Section Manager :
Hashem Aldabas
Digital Media Specialist :
Anas A. Aldukair
Digital Media MarTech Consultant :
Hana Ismail

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