Problem: 

Saudi Arabia faces the challenge of overcoming misconceptions and stereotypes in China. Despite its rich culture and emerging status as a tourist destination, the country is often misunderstood. The general perception among Chinese consumers is shaped by media portrayals of wealth, luxury, and distant politics, rather than the country's modern attractions or cultural depth. The goal is to reposition Saudi Arabia as a welcoming and friendly destination that offers a unique and enriching travel experience.

Idea:
The core idea behind the "奇遇阿拉伯" (Immerse your soul in Arabia) campaign was to present Saudi Arabia through the eyes of a 7-year-old Chinese girl, offering a fresh, imaginative perspective. By focusing on the innocence and wonder of childhood, the campaign breaks down cultural barriers, allowing the audience to experience Saudi Arabia in a more approachable and emotional way. This perspective transforms Saudi landmarks and cultural sites into magical, accessible experiences, making it easier for Chinese tourists to connect with the destination.

Execution:
F5 executed this idea with a high level of creativity and professionalism, collaborating with international talent from various fields, including director Tommi Berte, cinematographer Ziga Zupancic, and art director Lionel Soria. The film featured the young girl narrating her adventure through Saudi Arabia, turning complex cultural and historical sites into whimsical, dreamlike visuals. The campaign, which ran across platforms like Xiaohongshu and Douyin, and featured offline events, garnered a strong response, with engagement growing by 640% on WeChat. By blending the magic of childhood with the allure of Saudi culture, the campaign successfully reached high-income Chinese families, positioning Saudi Arabia as a family-friendly, must-visit destination.