For 11 years, many Saudis had confused Saudi Telecom Company’s @stc_ksa Twitter account with that of Chris Rowland - an American living in New Jersey who joined Twitter under the handle @stc after his college nickname St. Chris. In 2019, stc reached an agreement with Chris to hand over his Twitter handle, and the company’s objective was to communicate to their followers that @stc was now officially stc group’s handle and no longer Chris’ handle.
Not exactly earth shattering news, unless of course you know the backstory.
Who would ever have imagined that through this hilarious twist of fate, Chris Rowland would be exposed to Saudi culture, interact with the thousands of followers, and even manage to reply to them in Arabic?
Drawing inspiration from the rise of docutainment, JWT KSA developed a compelling short film, shot on location in New Jersey. It explored Chris’ side of the story, with a dramatic storyline. Scenes build to a heroic announcement that is as engaging as it is informative.
This professional campaign titled 'Twist of Fate' was published in Saudi Arabia in February, 2020. It was created for the brand: STC, by ad agency: JWT. This Content medium campaign is related to the Electronics, Technology and Professional Services industries and contains 1 media asset. It was submitted almost 4 years ago.
Advertising Agency: J. Walter Thompson KSA
Chief Creative Operation Officer: Chafic Haddad
Executive Creative Director: Rayyan Aoun
Associate Creative Director: Firas Ghannam
Senior Art Director: Ahmad Shanaa
Art Director: Bashar Dababneh
Graphic Designer: Rawan Bakri
Head of TV Production: Edgard Jinbachian
Associate Business Director: Hassan Lzeik
Account Director: Mazen Elhilwee
Production Company: Déjà vu
Director: Bjorn Axel Sjoblad
Executive Producer: Manasvi Gosalia
Director of Photography: Max Meds
Producer: Antoine Sfeir
Post Producer: Mary bou Akl
Editor: Aleksi Raij
Sound Design: Aksu El Camino
Grading: Petri Falkenberg
Online Editor: Rizwan Maple