PROJECT BRIEF

Sharjah Book Authority partnered with Itskhateb for the Sharjah International Book Fair, with his comedic Reel "I decided to become cultured and write a book 😂" transforming literary event promotion into accessible entertainment that resonated with younger audiences typically disconnected from traditional book fairs. The campaign combined digital content under the hashtag #BetweenYouAndTheBook with physical activation through an official meet-and-greet

SOLUTION

RESULTS