Khalak Asli (Stay Original)

A Back-to-School push for the group's e-commerce arm fronted by Saudi comedian Amy Roko, who wrote a bilingual anthem for it. The anthem carried a dance video showing school and university ranges, and ran to the app and the Dubai Hills Mall phygital store.

The brief

Gulf students and parents shopping for the new school year, for the back-to-school edit on 6thStreet.com.

The idea

Saudi rapper-comedian Amy Roko wrote a bilingual anthem scoring a dance video of school and university gear from Skechers, Adidas, Herschel and others, pointing to the app and Dubai Hills Mall store.

What to borrow

A creator-written song gives a retailer's seasonal catalogue a single piece of content that can travel on its own.

Brand	Hackett London
Agency	Not named on the source
Talent	Amy Roko
Channels	digital, social, in-store
Source	Gulf News