Mobily Brand Equity

Client Brief

Mobily set out to reinforce its role not just as a telecom provider, but as a brand that meaningfully brings people closer to what matters most in their lives and in a market driven by speed and specs, the challenge was to humanize connectivity shifting the narrative from functional network performance to emotional proximity where the goal was to demonstrate how Mobily’s technology empowers everyday moments of closeness across distances, generations, and lifestyles.

Campaign Concept

We developed “Ever Closer / منك أقرب” as a human-centric platform rooted in real Saudi life moments built on the belief that Mobily hasn’t only connected people over the past 20 years, but has actively helped develop a new language of closeness and a language expressed through calls that became video, messages that became shared experiences, and connections that evolved into real-time presence.

The campaign captured authentic situations where distance physical, emotional, or generational stood in the way, and showed how Mobily’s technology collapses those gaps. Through this evolution, Mobily appears as the invisible force shaping how people express care, presence, and belonging today continuously bringing them ever closer to their families, passions, and futures.

Credit

Mohammad Bahmishan - CEO & CCO FP7McCann

Ramzi Ibrahim -Executive Creative Director FP7McCann

Nourhan Moaz - Creative Director FP7McCann

Saad Alruwaili- Associate Creative Director FP7McCann

Hammad Yaqoub - Copywriter FP7McCann

May Aljafar - Copywriter FP7McCann

Zyad Farghal - Sr. Art Director FP7McCann

Patrick Sayawa - Art Director FP7McCann

Sandoby - Art Director FP7McCann

Patrick Kfoury - Multimedia Designer FP7McCann

Lama Abdulenin - Senior Graphic Designer FP7McCann