STC shifts the narrative around the Saudi lost generation
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
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