Zain Enriches 'Creativity Festival' with Participation Combining Its Creative Heritage and Youth Energy

Zain Kuwait concluded its distinctive participation in the inaugural edition of the “Creativity Festival,” held at the Museum of Modern Art over three days. The company presented a program rich in dialogue sessions, specialized presentations, and interactive activities, sharing its extensive expertise in creativity, brand identity building, and advertising. It also provided a broad platform for young talents to showcase their abilities and connect with a select group of creators and content producers.

Zain’s participation, as a sponsor of the festival, aligns with its ongoing commitment to supporting creative industries in Kuwait, strengthening ties between national talents and the business sector, and opening new horizons for artists, designers, and content creators to transform their ideas and passion into real opportunities for growth and development. This contributes to enhancing the status of the creative economy as one of the pillars of economic development.

The festival’s opening ceremony featured a speech by Waleed Al-Khesheti, CEO of Corporate Relations and Institutional Affairs at Zain Kuwait, who emphasized the entrenched role of creativity in Zain’s identity and long-standing journey, and its role in building emotional and human connections that transcend services and products, making the brand an integral part of people’s lives and memories.

Al-Khesheti stated, “Creativity has always been an authentic part of Zain’s identity and its relationship with society. From our Ramadan and national advertisements, which were among the first creative advertising productions in Kuwait and the region, to Zain Theater plays that accompanied generations of children and families for over 15 years, we have strived to deliver works that go beyond the boundaries of advertising and entertainment, becoming part of people’s memories and inspiring others to present new ideas and experiences. This is one of the most beautiful achievements we are proud of throughout our journey.”

He added, “Zain’s brand value surpassing $4 billion this year did not happen by chance; it is the result of a long journey in which we invested in creativity and innovation to build a brand close to people. We have seen how Zain Theater managed to transcend Kuwait’s borders this year to reach Riyadh, achieving great success and widespread interaction with the Kingdom’s audience. This confirms that Kuwaiti creativity possesses the qualities that enable it to reach the world whenever the right opportunities and support are available. Hence, we are proud to support the Creativity Festival and believe in the importance of providing platforms that discover talents, celebrate their ideas, and help them leave a lasting mark.”

As part of the festival program, Zain participated in a panel discussion addressing the growing role of public relations in supporting the creative economy and the importance of partnerships between the private sector and national talents in developing creative industries.

The company showcased its experience in public relations, creativity sponsorship, and innovation stimulation through its initiatives and programs in the fields of arts, content, entertainment, and youth empowerment. It highlighted its role in providing opportunities and platforms that help creators develop their potential and transform their ideas into projects and experiences that achieve tangible impact.

Additionally, Zain’s brand and advertising team participated in two specialized sessions. The first highlighted the strength and vitality of the Zain brand, as well as the factors that contributed to solidifying its position and distinctive presence in the markets where the group operates. The second session presented Zain’s rich legacy in the advertising industry and its journey in delivering innovative creative campaigns that left a lasting impression on audiences and contributed to the development of the advertising landscape in the region.

Zain Youth, participants in the FUN program, made a notable presence at the festival, fully managing the “Zain Studio” podcast. Through this platform, they hosted a select group of inspiring creators from various fields who were guests at the festival. Their conversations explored the guests’ experiences, success stories, and insights on creativity and content creation, showcasing the young participants’ comprehensive media experience and reflecting their talents and capabilities in content production and dialogue facilitation.

Zain Youth’s involvement extended to delivering an interactive workshop on the fundamentals of content creation, where they shared their expertise and skills with attendees. They also participated in a panel discussion, presenting their experience with the FUN program and how it helped them discover their talents, express their ideas and passions, and develop their creative abilities within an environment that supports experimentation, learning, and innovation.

This youthful presence embodied one of the key objectives of Zain’s participation in the festival: transitioning from supporting creativity to empowering young people to practice it and lead their own experiences. This reflects the company’s belief that true investment in talent begins by providing opportunities for individuals to express their capabilities, gain practical experience, and interact with specialists and successful practitioners across various fields.

The first edition of the “Creativity Festival” brought together a select group of local talents, artists, designers, and content creators, alongside companies, institutions, and brands. It served as a platform for exchanging knowledge and expertise, building professional relationships, and exploring new opportunities for collaboration and partnership, thereby contributing to the development of Kuwait’s creative industries ecosystem and enhancing the visibility of national talent.

Through this participation, Zain continues its role in supporting Kuwait’s creative landscape, not only by sponsoring high-quality initiatives and events but also by sharing its expertise and experiences, empowering young talent, and fostering connections between creators and institutions. This is driven by the company’s conviction that creativity is a driving force for innovation and growth, and that investing in national talent contributes to building a more diverse and sustainable creative economy.