Fahd Hamidaddin brought a refreshing message to Cannes Lions 2025: slow down, think big, and return to the origins. The CEO of the Saudi Tourism Authority took the stage for the panel Beyond the Billboard: Media That Moves People and what he delivered was more than a campaign overview, it was a masterclass in modern nation branding.
Known for leading Saudi Arabia’s bold transformation as a global tourism hub, Hamidaddin has become a key figure in reshaping how countries present themselves to the world. And at Cannes, he didn’t just talk metrics, he spoke from a place of cultural vision and creative discipline. “We should pause to make sure we filter what’s hype, what’s noise, and stay true to the fundamentals,” he said. “The fundamentals won’t change. What is changing is consumer behaviour.”
The panel, which explored how traditional advertising is being replaced by immersive, emotionally resonant storytelling, placed Hamidaddin at the center of a global conversation about what really moves people today. While billboards still exist, the future lies in deeper, more human engagement, something Saudi Arabia has embraced through a new creative model powered by data, AI, partnerships, and accountability. A model that is already making waves: Saudi’s tourism campaigns have recently positioned the kingdom as both a destination and a conversation, reaching audiences in ways that go far beyond clicks and conversions.
But perhaps his most striking takeaway wasn’t about numbers or algorithms. It was about perspective. “With the hype comes a global movement of speed and, conversely, an anti movement of slow,” he said. “So, I would say: slow down, stay strategic, think big, stick to the fundamentals, and pursue the 2080 ROI instead of the immediate results.”
Hamidaddin’s message landed with clarity: in the race to innovate, don’t lose sight of the story. And when the story is rooted in heritage, identity, and vision, it can move more than just markets, it can move people.