Nearly 70% of Saudi Arabia’s population is under 35, including a new generation of creatives making work that they hope will gain global recognition.
The Saudi Tourism Authority (STA) is at Cannes Lions for the first time this year, pitching the merits of its youthful talent as well as encouraging international creatives to visit the kingdom.
“Today our youth are leading the charge at lightning speed as we harvest creativity to find solutions to the challenges that come with rapid development,” said Fahd Hamidaddin, CEO of the STA.
“The very nature of youth globally is that they are armed with fearless ambition, experimentation and innovation and today in Saudi they are more empowered and enabled than ever.”
The drive to promote Saudi creativity in recent years has seen the kingdom submit its first film to the Oscars, as well as being represented at the Cannes Film Festival and the Lions.
“The pace of change is unprecedented, as evidenced by a host of projects that are reshaping our landscape and our stories — both literally and metaphorically,” Hamidaddin said.
The STA has brought a group of creatives from Saudi Arabia to Cannes Lions this year to learn and network. It has also partnered with the Roger Hatchuel Student Academy: evidence, according to Hamidaddin, of the willingness to collaborate.
“As a country, and more pertinently, as an organisation, we at STA value creativity and are always looking to work with big thinkers who are unafraid to venture to new horizons,” he said.
The next horizon for young Saudi big thinkers will hopefully be recognition in the form of awards, he said.
“Of course, the ultimate goal and testament would be to see some of our home-grown creatives win here,” he said. “That is why our team is at Cannes Lions — we want to be able to compete creatively and win.”
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