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 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.
From the rough mornings to the long and boring days, we showcased just what our customers, the students, hated about this season, understanding their pain points, while supporting them through a difficult...