The campaign effectively combined traditional in-store advertising (interactive exhibits) and posters in high-traffic areas.

The OOHs were real-time demonstrations of how everysecond of reading saves the planet.

With each piece, consumers learned about their effect onthe planet, andthe carbon emissions reduced by reading it.

One poster = 43sec reading time = 0.83 grams of CO2eq reduced, simply by reading instead of scrolling through socialmedia. (based on 1.15gCO2eq generated/minute on socialmedia)

Showing that there's another way to save the planet - reading. Readers were then encouraged to visit our storesto purchase the OffsetBoxset, sothey could continue to quantify their planet-saving efforts.

UAE 2030 VISION

The UAE is charting a course towards a greener, more sustainable future, aiming to be at the heart of the global sustainability movement by 2030. This vision includes a series of strategic initiatives designed to protect the environment, with the government leading the charge by implementing green policies and practices. This commitment is mirrored throughout the nation, as businesses align their operations with eco-friendly objectives, demonstrating a united effort to nurture a sustainable future. However, individuals often struggled to discern how they could personally contribute to these goals

TECH ADOPTION

In the realm of technology, the UAE has positioned itself as a pioneer, leveraging its advanced technological infrastructure to drive progress and innovation. Imagine living in a place where your internet speeds race ahead of the rest of the world (ranked 1st globally in terms of mobile internet speed, with the average internet speed in the country being 179.61 megabyte per second), making every online experience seamless. That's the reality in the UAE, where the digital landscape is so advanced, it's become a playground for tech-savvy folks who thrive on staying connected and ahead of the curve. And when it comes to social media, the UAE is literally the place to be, claiming the title of the social media capital of the world. Here, people juggle an average of 8.2 social media accounts each, ranking third worldwide. It's a vibrant, ultra-connected corner of the planet where staying plugged in isn't just easy; it's a way of life.

RISING SOCIAL MEDIA USE VS. SUSTAINABILITY AWARENESS

In the UAE, soaring social media use meets growing sustainability consciousness, driven by the 2030 Sustainability Vision. This presents a dual challenge: reducing screen time for not only our personal well-being but also our environment, while also tapping into the collective desire for more eco-friendly living practices

A READING REVOLUTION AS A SUSTAINABLE CHOICE

Kinokuniya, as the UAE's premier bookstore, spotted an opportunity to guide this dialogue. The brief was to make people reconsider their screen time in favor of book time—promoting personal enrichment and environmental sustainability.

CHANGING MINDS, HABITS, AND HEARTS

The goals were clear: to encourage a switch from digital screens to the world of books, inspiring a significant cut in screen time and cultivating a reading habit for environmental well-being. Kinokuniya aimed to reinforce its role as a socially responsible brand, committed to literacy and sustainable practices.

So far, the campaign has gained significant traction and delivered astounding results:

311 kg CO2 Reduced, TURNING 4,354 HOURS OF SCREEN-TIME INTO BOOK-TIME: Our Offset Boxset initiative resulted in a significant reduction of 311 kilograms of carbon emissions, showcasing the power of reading to mitigate environmental impact.

20,000 Sq.Ft. of Forest Land Protected: Through our partnership with Sacred Groves, we successfully protected 20,000 square feet of vital forest land, thanks to Offset Boxset purchases.

Gen Z Kinokuniya Loyalty Card Registrations Up by 38%: We witnessed a notable 38% increase in Gen Z Kinokuniya loyalty card registrations compared to the average monthly rate, indicating a growing community of sustainability-conscious readers.

Our campaign achieved impressive results, reducing carbon emissions, conserving forests, and fostering stronger connections with Gen Z readers, all contributing to a more sustainable future and a 61% positive social sentiment for the brand.

And we are not even done yet...

Our posters were A2.