The wide majority of the Saudi population still has a bad preconception towards people who work out. And even though there has been a lot of progress in this field, people are still constantly enforcing preconceiving judgmental views toward people who are into fitness.
There is a real struggle in the country and SSS wants to encourage the population who is passionate about fitness to ignore the bad energy and, instead, stand proud and make their own rules.
Additionally we created The PLUG a series by Sun & Sand Sports that provides you with quality info on the best sports brands, fitness events around town, fitness tips and more.
All this directly from leading fitness influencers of the region. The host of the show is the ever-jubilant Mohamad Akkaoui.
Agency: J. Walter Thompson Dubai 2020 CD: Sally Tambourgi Art Director: Caroline Michaelis Copywriter: Eduardo Branco & Sarah Ibrahim
