stc Telecoms Campaign Embraces the Uncommitted Generation

stc, the leading tech and digital enabler in Saudi Arabia today, launched a dynamic new campaign for its 'Sawa' prepaid packages, celebrating the uncommitted spirit of today's youth and their freedom to explore.

Often mislabelled as 'indecisive' or 'جيل ضايع', this generation defies categorisation. They embrace a fluidity of interests, constantly evolving and seeking new experiences. The new 'For every vibe, there’s sawa' campaign, developed by VML Riyadh, champions this dynamic spirit, recognising that exploration is not indecision – it's a lifestyle.

"We’re not just shifting perceptions of this generation, we’re celebrating their freedom to change their minds from one day to the next," says Firas Ghamman, executive creative director at VML Riyadh. "They say this generation is lost, we say they’re constant explorers. With Sawa, they can explore without limits."

The campaign’s bold statement film flips the script on indecisiveness, transforming it into a powerful expression of individuality. With a vibrant visual style and language that resonates with youth culture, the film captures the essence of a generation that refuses to be put in a box.

Just like the youth it serves, Sawa embraces flexibility. With over 18 prepaid packages, users can switch between them seamlessly as their needs and desires evolve, no commitment needed. Sawa empowers exploration, offering an experience as dynamic and ever-changing as the youth it serves.