Over the last few years, a misunderstanding of Islam has led to rising Islamophobia, creating a world where intolerance, exclusion and fear of the other are rampant.

We wanted to portray the true nature of Islam as a religion of compassion and inclusion through the experience of Hajj.

Hajj is one the largest annual peace gatherings, bringing together millions of Muslims from around the world. Saudi Arabia, the host, spares no effort when it comes to the well-being of pilgrims.

We worked with the Ministry of Culture and Information and developed an integrated campaign to story-tell the experience to the world, focusing on real human stories, spirituality, and diversity.

We were able to trace the impressive perception shift brought about by the campaign, a campaign that played a crucial role in bringing cultural change through storytelling and a better understanding of Islam.

A team of copywriters and graphics was deployed 24/7 to create rapid content and disseminate it across the channels. In a period of 20 days, they created 51 docum-films, 10 infographics and over 100 posts in 3 languages.

5 webmasters worked on a 24/7 schedule to source UGC content and publish on SaudiWelcomesTheWorld.com in addition to archiving all assets sourced from the on- ground team.

The on-ground team (10 people) crafted the final production film.

A digital advertising team was deployed 24/7 to promote live around the world based on timing (Europe, the Americas, the Middle East, Asia, Africa).

6 data analysts and journalists monitored live conversations in a proprietary and customized digital control room to supply PR and the content team with contextual timely needs for rapid content creation.

A redundancy environment was set-up/monitored 24/7 with a team of 5 IT on rotation to secure website and performance.