Saudi Arabia is undergoing a lot of change. You could say that change is literally in the air. People are trying new things everyday, from going to the movies, to concerts and theatres, to producing street art and street fashion. Women are driving; tourists are welcome, homegrown artists and brands are suddenly everywhere.

While Saudis are still somewhat traditional, there is a fresh wave of eagerness to try something new and different. What better time for Saudis to break the shackles of their old non-alcoholic beer traditions and try something new, Beck’s, with 'New is brave, new is bold, new is artistic. Beck's: Give New A Chance' being their way forward. 

This is the first time AB InBev communicates in the GCC/Saudi Arabia. The video that is shared is part of a wider campaign running now.