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.

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 new year at school with our new range of school bags.

In this way, Jarir didn't just own, but changed the back-to-school conversation in the Kingdom of Saudi Arabia.

Market background and cultural context