Al Arabi – Mall Screens & Social Media Campaign

Al Arabi is a well-known frying oil brand in Saudi Arabia, and its “Fried with Al Arabi, 100% Gone” campaign set out to bring the brand’s crispy promise to shoppers both inside the malls and on their phones. We created one connected campaign that runs across digital mall screens and social media: two vertical in-mall screen videos that reveal the new Al Arabi bottle surrounded by crispy fried chicken, fries and wedges, alongside the campaign’s prizes of 20 fryers and cash vouchers, and a playful social media reel that turns the brand into an arcade game, with “Crunch Man” racing through a green maze before inviting followers to come and play at Hayat Mall and Al Rashid Mall. The same vertical 9:16 content was published as Reels and YouTube Shorts, so the online audience was driven to the in-mall activation and shoppers met the same story on the screens around them. Every frame stays in Al Arabi’s bold green and golden-yellow identity, built for screens people walk past and feeds they stop scrolling on.