stc and VML Riyadh capture the essence of a generation and validate their lifestyle with ‘Sawa’ campaign

The new “For every vibe, there’s sawa” stc campaign, developed by VML Riyadh, champions this dynamic spirit, recognizing 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, stc's 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, and as such is offering an experience as dynamic and ever-changing as the youth it serves.