Walking into Athar 2024 felt like stepping into the future of creativity in Saudi Arabia. The energy was palpable, the ideas were bold, and the conversations were nothing short of inspiring. For us at WonderEight, it wasn’t just about attending—it was about exploring our curiosity and celebrating our passion for storytelling and innovation.
In case you missed it, we’ve shortlisted “la crème de la crème” of the most inspiring panels and takeaways from Athar 2024. Here’s what you need to know about this leading creative festival in Riyadh.

1. Stories that Speak Saudi

The session “Leveraging Branding to Showcase Saudi’s Rich Culture to the World” looked at how brands can authentically integrate Saudi Arabia’s culture and heritage into global narratives. Panelists, including AbdulGhafoor AbdulHaleem and Khalid Alshakhshir, shared strategies for crafting impactful stories by highlighting elements such as Saudi art, architecture, cuisine, and cultural warmth.
At WonderEight, we’ve seen how storytelling can transform brand perception. For instance, in our National Day film campaign for Dar Wa Emaar, we brought the client’s vision to life by weaving together narratives rooted in Saudi identity and pride. By drawing on local cultural elements, we created a campaign that resonated deeply with Saudi audiences while aligning with Vision 2030’s focus on cultural preservation and innovation.

2. AI: The New Creative Ally

The fireside chat “Navigating the Creative Landscape in the Age of Artificial Intelligence (AI)” featured Mr. Martin Sorrell discussing how AI in Saudi Arabia’s marketing industry is changing creativity. With 72% of organizations globally using AI tools, this technology is not only making processes more efficient but also improving personalization and overall campaign performance.
At WonderEight, we’re actively leveraging AI to deliver smarter, more impactful campaigns. From using predictive analytics to understand audience preferences to creating content tailored for maximum relevance, we ensure every campaign makes the most of this technology. By blending AI’s precision with our creative expertise, we’re helping Saudi brands stay ahead in an ever-evolving market.

3. Growing the Next Saudi Creative Generation

Investing in young Saudi talent is more than a priority—it’s a necessity for building a sustainable creative future. Athar 2024 spotlighted initiatives like the Young Talent Academies, which give the next generation the tools and knowledge they need to thrive in Saudi Arabia’s creative industry.
This mission aligns with our work on the Ana 2030 campaign, where we celebrated the achievements of Saudi youth as part of Vision 2030. By mentoring young creatives and fostering collaboration, WonderEight contributes to nurturing the future of the creative industry in Saudi Arabia.

4. Gaming: The Next Frontier for Branding

The panel “Gaming as a Branding Platform – Strategies for Success” explored how gaming offers brands a unique way to connect with Saudi Arabia’s highly engaged gaming community, with 91% of Saudi youth identifying as gamers. Speakers highlighted the importance of selecting the right platforms, crafting authentic campaigns, and measuring ROI while avoiding common pitfalls like over-commercialization.
With gaming becoming an essential part of modern branding strategies, WonderEight has embraced this trend by developing immersive gaming activations for clients like Jahez. By integrating brand messaging seamlessly into interactive experiences, we help brands tap into this tech-savvy demographic, fostering deeper engagement and loyalty.

5. Creativity: Driving Saudi Entertainment and Tourism

The panel “Unveiling the Role of Creativity in Transforming Entertainment and Tourism in Saudi Arabia” emphasized the impact of creativity in positioning Saudi Arabia as a global hub for both sectors under Vision 2030. With a goal of 100 million annual visitors by 2030, speakers discussed leveraging the Kingdom’s cultural assets and integrating technologies like AR/VR to craft innovative campaigns.
For WonderEight, this means creating campaigns that seamlessly blend cultural storytelling with innovative tools like AR and VR. Our approach focuses on crafting experiences that highlight the Kingdom’s rich heritage while showcasing its modern developments, appealing to both local and global audiences.
WonderEight is more than an agency—we’re a creative hub for top Saudi talent and a trusted partner for brands looking to thrive in Saudi Arabia’s dynamic market. By aligning with Vision 2030’s focus on human capital development, we foster a workplace that empowers the brightest minds to shape the future of creativity.

If you’re passionate about creativity and want to be part of Saudi Arabia’s next big success story, apply to join WonderEight today.

If you’re a brand looking to make an impact with culturally inspired campaigns that resonate locally and globally, contact us to start the conversation.