Big ambitions and ideas bring big changes. This idea from McCann Enterprise positions NEOM as a change-maker that will inspire the world and reimagines a healthier, more responsible, efficient, sustainable, and balanced way of life, by starting from a blank canvas.

An imaginary musical journey of 4 friends through the diverse kingdom of Saudi Arabia where they experience and embrace living the moment through music, projecting the accelerated transformation of the nation. The campaign has multiple phases with activations and online content. The campaign features the legendary regional music star, Hussein Al Jassmi, in all its phases. Also featured are four female Saudi influencers, DJ Cosmicat, pianist Nadia Dandachi, Reem Alaboud the racing driver, the actress Mila Al Zahrani and the oud player Abdelrahman Badr. All mould-breaking young talent, representing the new vision of Saudi Arabia. Shot during COVID19 travel restrictions with its challenges turned into opportunities.

THE LINE from NEOM CITY - SAUDI RISING. A massive global coverage with an incredible result produced in record time.