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 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...

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