STC, a tech and digital enabler in Saudi Arabia, has unveiled its latest campaign for the “Sawa” prepaid packages, reflecting the evolving spirit of today’s youth.
Developed by VML Riyadh, the campaign, titled “For every vibe, there’s sawa,” aims to redefine perceptions around the young generation often labelled as indecisive or “جيل ضايع” (lost generation).
Firas Ghamman, Executive Creative Director at VML Riyadh, explained the campaign’s vision: “We’re not just shifting perceptions of this generation, we’re celebrating their freedom to change their minds from one day to the next. They say this generation is lost, we say they’re constant explorers. With Sawa, they can explore without limits.”
At the heart of the campaign is a statement film that challenges stereotypes, using vibrant visuals and youth-centric messaging to position indecisiveness as a form of self-expression.
The videos focus on how it’s okay for the younger generation to change their minds on what they want to focus on, even if it’s every day.
The creative execution taps into the energy of Saudi youth, celebrating their fluidity and refusal to conform to rigid definitions.
The campaign also highlights the flexibility of the “Sawa” prepaid offering, which includes more than 18 package options. These packages allow users to switch easily based on their changing needs and interests, reinforcing STC’s message of empowerment through exploration.
This initiative reflects STC’s ongoing efforts to stay in tune with the cultural and behavioural shifts of younger audiences, positioning the brand as one that supports and allows the younger generations to pursue the dynamic lifestyle that they want.
