"Little Asia" the Creation of a New Brand Identity, as it involved crafting a unique brand identity for the zone. This encompassed developing a visually distinct and culturally resonant identity, including logos, typography, and visual themes that reflect the essence of East Asian cultures within the context of Jeddah.

The design elements not only created a brand identity for "Little Asia" but also enhanced the visitor experience by providing a cohesive and immersive cultural environment.

This strategic and creative approach to branding aligns perfectly with the category's focus on innovative

"Little Asia" in Jeddah, positioned in the western part of Asia, embodies a cultural confluence, epitomizing the tagline "East Asia in its West." This project is a testament to Jeddah's evolving relationship with East Asian countries, showcasing an appreciation for their diverse cultures.

The zone, a representation of nations like Japan, Korea, and China, is meticulously designed to offer an authentic experience.

From the architecture and design to the culinary offerings and traditional performances, each aspect is curated to reflect the essence of these East Asian cultures. The staffing, comprising individuals from these countries, adds to the authenticity, ensuring each performance, from Japanese acts to K-pop, is genuine.

"Little Asia" serves as a cultural hub, an intersection where the traditions and modernity of East Asia meet the heritage and hospitality of Jeddah, offering visitors a unique journey through Asia within a single, vibrant locale.

Situation:

The Jeddah Calendar, in response to the bustling schedule of events and festivities across the Kingdom, was eager to introduce an innovative and engaging element to the mix. Their goal was to not only add a fresh twist to the existing lineup of activities but also to promote this new addition in a way that stood out.

Brief:

Jeddah Calendar is introducing a special area called "Little Asia" right in Jeddah city. This new zone will feature eight different Asian countries, each with its own unique offerings. It's designed to give visitors a taste of Asia without leaving the city, showcasing the cultures, foods, and traditions of these countries all in one place.

Objectives:

Create visuals that are appealing to the audience and reflects the zone.

The "Little Asia" campaign in Jeddah is designed to appeal to a wide-ranging audience, including residents and visitors of Saudi Arabia from all demographics (age/gender/race).

Our strategy for reaching this diverse audience combines prominent outdoor billboards for optimal visibility and an active social media campaign across various platforms to foster engagement.

This campaign creatively showcases eight unique visuals, each representing a different Asian city, blending the distinct cultures of Asia and Saudi Arabia.

Artworks feature the vibrant streets of China, Japanese lantern aesthetics, Korea's neon-lit cityscape, the lush greenery of Malaysia, Singapore's illuminated gardens, the Philippines' natural beauty, an Indonesian island, and traditional Thai clothing and lanterns.

These visuals not only depict a harmonious union of traditions and customs but also invite audiences to experience the rich fusion of Saudi and Asian cultures, symbolizing a unified celebration of diverse heritages.

Design elements and their integration:

The Little Asia Campaign's execution was marked by a thoughtful integration of design elements that celebrated the fusion of East Asian and Saudi cultures. The design process involved creating eight distinctive visuals, each representing a different East Asian country, merged with Saudi elements. These visuals featured individuals in traditional with backgrounds reflecting Asian cities, symbolizing cultural integration.

Design touch points:

The design touch points were diverse covering both physical and digital realms, including billboards in international cities and online platforms.

Choice of campaign elements:

The choice of campaign elements focused on visual storytelling to evoke curiosity and engagement.

Approach:

The approach was innovative, ensuring authentic representation of each culture.

Scale:

The scale of the campaign was grand, targeting a wide demographic, and it was strategically rolled out in two phases to maximize impact and audience anticipation.

The Little Asia Campaign significantly enhanced brand visibility and appeal, positioning Jeddah as a cultural melting pot.

For consumers, it offered a unique and engaging experience, deepening their appreciation of diverse cultures.

The campaign achieved impressive reach, with over 40 million views in media coverage and a reach of over 120 million.

This cultural impact was further evidenced by its global presence, with billboards in major cities like London and Dubai. In terms of sales, the campaign's success was clear: In over a three-month period, tickets were sold out 11 times, attracting crowds ranging from 15,000 to 22,000 visitors.

Against the brief, the campaign triumphed by effectively blending cultures in an innovative way, far exceeding initial expectations.

Other key performance indicators included the production of over 130 published materials, presence across 40 media platforms, and an advertising value estimated at 5 million, showcasing the campaign's widespread recognition and impact.