Zain - Save Your Pocket Association
To make “saving” feel less like advice and more like culture, Zain KSA launched “جمعية المحافظة على جيبك” (Save Your Pocket Association) a fictional, tongue-in-cheek “association” that speaks fluent Saudi everyday spending. By turning coins, small-change habits, and impulsive top-ups into a playful movement, the campaign reframed Zain’s youth offers as the smarter way to stay connected without leaking money, because in the end, the best flex isn’t spending more… it’s keeping your pocket intact.
To bring the fictional Save Your Pocket Association to life, we produced an episode-led content series that felt like a real social initiative, not an ad. Each episode tackled a familiar “pocket leak” behavior with sharp Saudi humor, turning everyday spending habits into recognizable scenarios. The Association’s “members” became the voice of reason, naturally landing Zain’s offers as the practical solution: better value, less waste, and more control over your monthly spend.