Khlaqen means: random mismatched clothes that only keep you warm.

A campaign with our partner Sayyar, it was light, bold, creative, innovative, and strong.

 It started with a teaser about winter fashion, or as we call it "Khalaqen." We explored that strange mix that wouldn't exist without the cold of winter, and those Khalaqen that we only see in winter.

 We kicked off the activation with a video marking the beginning of the Khalaqen season, presenting winter Khalaqen with the first-ever fashion show for Khalaqen — training wear, and other winter wear.

We presented winter Khalaqen and then introduced Sayyar Thermal wear with a clear message: Instead of layering up with Khalaqen, wear Sayyar's thermal wear — light, sufficient, and keeps you warm. It’s the product that will free you from the cold of winter and spare you from all those Khalaqen.

 Since the video was a fashion show, we thought it would be perfect to introduce it through experts in the field. We spread the ad across fashion influencer accounts and Sayyar's official platform.

We showcased winter Khalaqen and presented it on Sayyar's website. We told Sayyar’s audience, "Want the Fajr prayer set collection? You can now buy it directly from the site!" And because winter wear isn’t expensive for anyone, we marked it up, launched it on the website, and kept it simple.

This idea was designed to boost campaign visibility because we aim to experiment and create trends. And indeed, the idea created a stir and had a significant impact. The public's reaction was, "If we calculate it, buying all the items separately is cheaper than the collection's price. How? Why?"

The inquiries grew, and the results got better. We answered with Sayyar's products. We presented Sayyar’s offerings on its website at their real prices.

We told the audience: "This winter, these are your winter clothes, and this is Sayyar. These are Sayyar's winter wear. You choose wisely, choose winter products that protect you from the cold and keep you away from Khalaqen."

Finally, we managed to convey the message that Sayyar is more than just shemaghs. Sayyar is a Saudi brand offering men's fashion, whether summer or winter. The results were outstanding, with:

 +450,000 clicks on Sayyar's website during the activation period.