أنا طبّب — I am Tabab
A creative concept that personifies the historic Saudi village of Tabab — allowing the place to speak in the first person about its history, people, culture, and nature on the global stage of the UNWTO Best Tourism Villages 2024.
We constructed the campaign based on a single concept: Tabab does not require description; it can speak for itself. By granting the village a human voice that asserts, “I am history, I am nature, I am the land,” we transformed a tourism announcement into an emotional, storytelling experience rooted in authenticity and pride. The narrative is disseminated across Arabic, English, Spanish, and French, enabling Tabab’s voice to reach the world.
- Strategy
- Creative Concept
- Brand Positioning
- Storytelling & Scriptwriting
- Video Direction
- Multilingual Adaptation
Tabab speaks for itself
We approached Tabab not as a destination to describe, but as a human to listen to. The campaign’s central concept — Tabab speaks to you as a person speaks about himself — merges land, history, and people into a singular voice that simply asserts, “I am Tabab.”
One voice, many faces
The same voice belongs to a man, a mountainside, and a stone village. We allow Tabab to speak from each of them in turn—the human, the land, and the place—to demonstrate that authenticity does not reside in a single image but across all of them simultaneously.
A village in six narratives
We crafted Tabab as a series of self-narrated stories—each commencing with “أنا…” and concluding with “أنا طبّب.” Collectively, they encompass every facet of life within the village: its history, its inhabitants, its culture, its natural environment, its heritage, and ultimately, Tabab itself.
Tabab in four languages
The narrative is rooted in the language of Tabab’s people but written to be accessible to a global audience. We adapted its authentic and identity-focused poem into English, Spanish, and French, ensuring that Tabab’s voice could be heard wherever the UNWTO recognition is read.
أنا طبّب.” — said with pride
Upon the announcement of the UNWTO Best Tourism Villages 2024 recognition, Tabab did not enumerate its merits. Instead, it joined the rest of the world’s villages in declaring, with pride, “I am Tabab.”
