Jarir: Back to School Blues

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 Bookstore Brand owner: Jarir Bookstore Lead agency: J. Walter Thompson Country: Saudi Arabia Industries: Entertainment retail Media channels: Outdoor, out-of-home, Online video, Social media Budget: Up to 500k

Executive summary

Instead of celebrating the back-to-school season like every other retail brand, by sugar-coating and celebrating school, we went against category norms and painted a picture of reality.