Ziina Campaign Pays Tribute to the Middle East’s Entrepreneurs and Arab Icons
Ziina, the UAE’s leading financial platform, is redefining what it means to be impatient. With its new campaign, 'Impatience is a Virtue,' Ziina celebrates the spirit of entrepreneurs who don’t wait for change but create it - an ethos at the very heart of modern Arab business culture. This campaign is both a tribute to these pioneers and a rallying cry for all who dream of shaping the future.
The campaign, inspired by the region's business owners, centres on a 35-second film that draws parallels between historical icons and today’s restless visionaries. 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 a mindset deeply embedded in the Middle Eastern ethos - the refusal to sit back and let opportunities pass by.
Ziina's own journey mirrors the spirit of impatience and innovation that the campaign celebrates. Since its launch in 2022, the company has experienced 10x year-on-year growth, now transacting AED 600 million in volume annually. With over 50,000 active users, Ziina is reshaping the financial landscape in the Middle East by providing a fast and secure financial platform that allows users to 'get paid instantly.'
Zad Al Momani, brand and marketing manager at Ziina, explains, “Our film is an ode to the ones who refuse to sit still - the business owners, the creators, the visionaries. 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.”
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 evokes 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 over 55 percent of young people express a desire to start their own business. As the UAE solidifies its reputation as a hub for entrepreneurship, Ziina is positioning itself as a vital and reliable partner for those who want to move fast, break boundaries, and build now.
“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 honouring those who are building the future now.”
'Impatience is a Virtue' is directed at the region’s entrepreneurs. Ziina sees their drive, recognizes their impatience, and stands ready to support their ambitions. This campaign serves as both an invitation and a declaration: impatience, when harnessed, is the force that transforms ideas into reality. For every business owner who has ever felt the urge to build and innovate, Ziina is here to say: We see you, and we’re with you.
