Ziina celebrates ME entrepreneurs with nod to Arab icons

Ziina, a financial platform in the UAE that specialises in digital payments, has launched a campaign titled Impatience is a Virtue, in an effort to redefine entrepreneurs who are impatient.

The campaign aims to celebrate Middle Eastern entrepreneurs who don’t wait for change but create it—an ethos that Ziina claims is at the heart of modern Arab business culture.

The brand said the campaign is ‘both a tribute to these pioneers and a rallying cry for all who dream of shaping the future.’

Zad Al Momani, Brand and Marketing Manager at Ziina, said: “Our film is an ode to the ones who refuse to sit still—the business owners, the creators, the visionaries.

The 35-second film draws parallels between historical icons and the business visionaries of the Arab world today. Directed by Mila Fiuza and Esteban Perroud, the film poses a striking question: ‘What if Ibn Sina had waited for answers instead of seeking them? What if Umm Kulthum had hesitated before taking the stage?’

The film uses these cultural touchpoints to illustrate the Middle Eastern mindset of refusing to sit back and let opportunities pass by.

“Their impatience isn’t a flaw; it’s the spark that drives progress. At Ziina, we see that impatience in every entrepreneur we support, and we believe it’s something worth celebrating,” said Al Momani.

The film’s visuals draw from traditional Arabic art, employing an ‘Arabesque’ motif to blend past and present. With a soundtrack composed by emerging electronic artist Zulli/Anunaku/DJ Plead and a voiceover by Palestinian rapper Saint Levant, it aims to evoke both the region’s heritage and its modern dynamism.

Figures such as Ibn Battuta and astronaut Sultan al Neyadi appear, illustrating the campaign’s message: impatience has always been—and continues to be—a catalyst for change.

Ziina’s campaign arrives at a moment of rapid transformation in the Middle East, especially in the UAE, where, according to the financial platform, over 55 per cent of young people express a desire to start their own business. To resonate with the audience in the region, the film was released in both Arabic and English.

“We wanted to flip the narrative,” explains Patrick Garvey, Founding Partner at WE ARE Pi, the agency behind the campaign. “The saying ‘patience is a virtue’ doesn’t resonate with those pushing the boundaries. By reframing impatience as a strength, we’re honoring those who are building the future now.”

Since launching in 2022, Ziina claims to have witnessed tenfold annual growth, handling AED 600 million in transactions and attracting over 50,000 active users. The platform, which promises instant payments, is carving out a niche in the Middle East’s financial sector. It hopes that the campaign holds a mirror to its own spirit of ‘impatience’.

It also said that Impatience is a Virtue serves as both an invitation and a declaration: impatience, when harnessed, is the force that transforms ideas into reality.

The platform hopes that this campaign positions itself as a vital and reliable partner for those who want to move fast, break boundaries, and build their businesses now.