A group of young men chilling at home ask "Sirine" (the phone AI) for directions to the nearest burger place. Talking to "Sirine" inspires the rest of them and leads to a series of endless requests "Sirine tell us a joke", "Sirine dance the floss", etc..

Sirine, overwhelmed by all those requests, resorts to a KitKat break.

Reliance on technology in the Middle East is amongst the highest in the world. In the UAE, the number of mobile connections (January 2021) was equivalent to 171.6% of the total population!

The overall context of our campaign was a jab at the fact that maybe, technology needs a break from us. We then created stories around universal truths. In this case: a group of friends asking Siri non-stop questions from where to order food to music requests...overwhelming Siri.

An additional note: asking Siri specific questions (in Arabic), provides specific answers...at the time this was trending in the region and we developed this execution to ride on this.