DUBAI: Saudi telecom giant Mobily has released a new campaign, “Ever Closer,” to mark its 20th anniversary.  

The campaign is “rooted in the insight that the closer people become, the more ‘languages’ they share — from unspoken understanding to shared experiences,” explained Tarek Miknas, CEO of FP7 McCann MENAT, the agency behind the campaign.  

“Our shared ambition was to mark Mobily’s 20-year journey with a story that’s built to last — one that is emotionally resonant, grounded, and capable of powering the Kingdom’s digital future,” he told Arab News. 

The campaign includes a main film, supported by a wide media rollout across billboards, digital, social and retail platforms.  

It represents one of Mobily’s largest media investments to date, spanning out-of-home advertising in major Saudi cities, stadiums, airports and metro stations, as well as placements on TV, video-on-demand platforms such as Shahid, and digital media channels.  

Earlier this month, Mobily announced its first rebrand in 20 years. The rebrand aims to signify a shift in brand focus from functionality to individuality and to resonate with young Saudis, according to a company statement. 

“Mobily’s brand relaunch is more than a campaign — it’s a signal of Saudi Arabia’s creative and commercial confidence on the world stage,” said Miknas.  

He added: “As a homegrown agency network with deep roots in the Kingdom, it’s a privilege to help shape a platform that captures the spirit of a nation in motion.”