HOLSTEN KSA
TREAT YOURself to a holsten
A simple rumour turned a local baqala into Riyadh’s most talked-about spot.
We planted the idea that superstar Rodríguez stops by Rajeev’s neighbourhood store every Monday for Holsten. The rumour spread everywhere through WhatsApp, workplaces, living rooms, and national news. The hero film blurred fact and fiction, leaving audiences to ask, Is it true?
Amplified across OOH, social, and digital, the campaign transformed an urban myth into a city-wide cultural moment.
ROLE: CREATIVE DIRECTOR
RAJEEV POP UP STORE
For Saudi National Day 2025, we brought the “Treat Yourself” campaign to life through an experience that blended cultural relevance, interactivity, and full brand immersion. The activation saw the return of Rajeev, this time sharing the Holsten treat with people at Riyadh Boulevard, one of the Kingdom’s most vibrant lifestyle destinations.
Film below…