Kinokuniya / United Arab Emirates / 2024Retail & Shopper · Design & Packaging · Experiential
Offset Boxset.
Kinokuniya created book boxsets that invited shoppers to consider the environmental footprint of time spent on social media.
- Brand
- Kinokuniya
- Market
- United Arab Emirates
- Region
- GCC
- Year
- 2024
The challenge
Encourage young people to read while making the environmental impact of digital consumption more tangible.
The idea
An in-store exhibit offered FSC-certified book sets organised around the time readers might spend reading instead of scrolling. The campaign also partnered with Sacred Groves on forest preservation; its emissions figures were part of the campaign's own framing.
Case study source: Ads of the World Source ↗
Awards
- Cannes Lions 2024 — Silver, Industry Craft (https://campaignme.com/all-the-mena-winners-from-cannes-lions-2024/)
- Dubai Lynx 2024 — Silver, Industry Craft; Bronze, Design and Creative Insight (as reported by campaign creative Gabriel Felde: https://gfelde.com/feldeabout/)
Credits
- Brand
- Kinokuniya UAE
- Creative agency
- Saatchi & Saatchi Middle East
- Forest preservation partner
- Sacred Groves
