WHAT IS NEOM?
Integrated campaign produced while working at McCann.
Promoting NEOM – a Saudi megaproject that will change our way of living, but doesn't technically exist yet – can be tricky. Still, the world is already talking about it – excitedly, confusedly, even ironically. So, we tapped into the global conversation and encouraged everyone to ask Google for the real answers, instead of just giving an ear to half-truths. And asked Dave Meyers to help us bring to life countless NEOM dialogues around the world.
On socials, we had fun editing our series of global scenes into shorter films, making sure our puns still interlocked while highlighting different aspects of NEOM. And for key visuals, dedicated headlines brought to life the campaign's tone of voice in new ways.
Finally, an explainer film helped the audience fill the blanks left by our teaser executions.