2022 Winners & Shortlists

Write a short summary of what happens in the film

Introducing the Zain ‘Save Your Pocket Association’. Here to stop Saudis from buying useless things during these tight times. We created a program that monitors, halts and advises on people’s spending. Literally saving their pockets from their bad decisions. To launch the program we created a film that comically highlights the different overspending personas. We had the serial buyer, the hoarder and the gym membership collector, among others. We made each fictional spender relatable to each person watching, while comically bringing to the surface the overspending problem.

Cultural / Context information for the jury

2021 was economically tough on Saudi Arabia. Incomes were reduced and sales tax increased significantly. For the first time in the Kingdom, many people were on a budget. Zain, one of Saudi’s leading telecom providers, created affordable bundles to help people get through these tough times. But Saudis couldn’t see value in them, yet, because Saudis didn’t know how to save, yet. Saudis come from generations of abundance. That means they can sometimes be careless spenders. For example, they might pay and subscribe to a streaming website, and not notice that they already get it for free, as part of another bundle. So, how could they see value in the new Zain affordable bundles, if they were broke, from purchasing other things, that well.. were useless? We needed to shed light on the overspending behavior to start fixing it.