Ramsey Naja is CCO at JWT MENA
Now that the back-to-school campaigns are done, dusted, and consigned to that folder labelled “recycle for next year”, I hope that everyone responsible for those cruel abominations will reflect on the damage they have done and repent in the most meaningful way their faith provides.
For an industry that prides itself on feeling the consumer pulse so much that it borders on sexual harassment, the sheer callousness these campaigns represent is frankly mind-boggling.
Here you are, jauntily skipping between autumn leaves as you try to catch that colourful butterfly when, bang, ‘back to school!’ barks that billboard at you, ‘back to school!’ screams the
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