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Zain — Addicted to Social Media

Cover image for Zain — Addicted to Social Media

Agency: Seven Brands

Client: Zain Bahrain

Project Type: Integrated Campaign

Everyone was addicted to social media. Nobody was saying it. Zain did.

The brief

Zain Bahrain wanted to claim social media as its territory, in its products and its communication, ahead of its competitors. That meant speaking to a generation in its own language, with a highly segmented approach.

The idea

Say the thing everyone was thinking: “Addicted to social media?” The line ran in Arabic and English, over images that felt as social as the apps themselves.

Zain Addicted to Social Media: “Addicted to social media?” over a face painted with app icons, creative direction by Bashar Daas
Zain Addicted to Social Media: a Facebook logo in blue powder across a face, with the Arabic line, creative direction by Bashar Daas
Zain Addicted to Social Media: Twitter birds painted like henna on two hands, with the Arabic line, creative direction by Bashar Daas

Addicted to social media?

Each app gets its own mood. Every platform left its mark on the body: Twitter birds painted like henna on two hands, the Instagram logo shaved into a haircut, app icons worn as braces. Snapchat became a patch in a pair of ripped jeans.

Zain Addicted to Social Media: the Instagram logo shaved into the back of a haircut, creative direction by Bashar Daas
Zain Addicted to Social Media: app icons worn as braces on a smile, creative direction by Bashar Daas

An offer to match. For postpaid, a face painted in every app colour carried the message: truly unlimited social media.

Zain Addicted to Social Media: Post Paid billboard at night, a face painted in app colours with “truly unlimited social media”, creative direction by Bashar Daas
Zain Addicted to Social Media: “Snap & Win”, a Snapchat ghost patched into ripped jeans, creative direction by Bashar Daas
Zain Addicted to Social Media: Zain Snapcode with the painted Post Paid face, creative direction by Bashar Daas
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