AGENCY
Tahaab Rais, Regional Head of Strategy
Fouad Abdel Malak, Regional Executive Creative Director
Oliver Robinson, Regional Executive Creative Director
Nayaab Rais, Creative Director
Josephine Younes, Creative Director
Prabhakar Iyer, Strategy Director
Aliza Siddiqi, Copywriter
Luan De Almeida, Art Director
Lucas Fuse, Motion Designer
Jimmy Cobos, Senior Designer
SUMMARY
Most UAE children read only 6 minutes-a-year for pleasure.
This was a major problem that WHSmith helped credibly address and alleviate through technology.
To generate a love for reading, we took stories from books at WHSmith, transforming them into pop up books, that appeared instead of pop-up ads in popular children’s games.
Gamified with a quiz, correct answers earned children coins, extra lives, boosts, and more.
For WHSmith, in a time when it needed to be more relevant to digitally connected children and incentivize reading, Pop Up Books was effective.
