Jeelna in Arabic means our generation, a generation that is coming of age amid the dramatic post-covid socioeconomic tumult. When the whole world had to adapt to the shift towards digital, for Gen Z, this was nothing new. A generation that never drew a distinction between the digital and the physical realm. Zain understands this and designed a platform accordingly, a line, that allows them to move, create and exist between those two worlds, and the film is a representation of exactly that, the transition between the real and the virtual, the courage and the fear, what is and what can be.
哲学
Jeelna in Arabic means our generation, a generation that is coming of age amid the dramatic post-covid socioeconomic tumult. When the whole world had to adapt to the shift towards digital, for Gen Z, this was nothing new. A generation that never drew a distinction between the digital and the physical realm. Zain understands this and designed a platform accordingly, a line, that allows them to move, create and exist between those two worlds, and the film is a representation of exactly that, the transition between the real and the virtual, the courage and the fear, what is and what can be.
问题
The brief was to create and deliver a film that launches Zain Jordan's latest Youth Platform. Coming in as the third entrant into the category, the challenge was coming in as the latest and not last youth offering while repositioning competition and making them feel out of touch with a generation coming of age.
结果
This generation is constantly seen as out of touch, glued to their phones, virtual diaries, and gamified avatars. The solution was simple. We needed to showcase the youth for who they are, and the film did precisely that, it celebrated and validated this generation: digital natives that live fast and never remain idle, shapeshifting, changing, and evolving to conquer, achieve and move forward.