The last parliament in Kuwait was one of the most controversial in the country’s history. Peaceful demonstrations against both the parliament and the government led the Amir of Kuwait to dissolve both and order new elections within the next 12 weeks. And for 12 weeks all of Kuwait was talking about whom they would vote for. Most were pessimistic after the last parliament gave them false hope. Kuwaitis had lost faith in the future of Kuwait.
With the help of JWT Kuwait, market-leading telecom provider Zain launched a flash mob in the country’s largest mall the day after the vote, with the dancers singing national songs. The feedback was overwhelming—in about a month, the video racked up 2.3 million views in a country with a population just under 3 million—not only because it was the first flash mob here but because it reminded people of what Kuwait means to everyone.