Jarir: Back to School Blues

Dana Alkutoubi, Rabie Hassoun

Bookstore brand Jarir reframed the back-to-school narrative with an outdoor, online and social media campaign to reassert its market-leading position in the category and boost sales of bags in Saudi Arabia.

Campaign details

Brand: Jarir BookstoreBrand owner: Jarir BookstoreLead agency: J. Walter ThompsonCountry: Saudi ArabiaIndustries: Entertainment retailMedia channels: Outdoor, out-of-home, Online video, Social mediaBudget: Up to 500k

Executive summary

Instead of...

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