De-mystifying a career in front-line with Chalhoub Group

We embarked on a journey with Chalhoub Group to figure out a key element to mitigate this challenge: how can we build curiosity as we continue to motivate and inspire talent to kickstart and grow their promising career in retail?

Attracting and retaining frontline talent is no small feat, especially in KSA.

When we explored the mindset, triggers and motivations of the young Saudi job seekers, we understood that it’s important that we focus on messaging that would connect to their vision and aspirations.


#MYBOLDFUTURE was the manifesto that we worked on with Chalhoub Group to drive talent acquisition and retention through a creative approach to storytelling. For #MYBOLDFUTURE, our goal was to create a campaign that looked and sounded as inspirational as its cast.

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We wanted to motivate, foster growth, and elevate the voice of the people who matter.

The approach was two-fold, with the first phase of the campaign focusing on emotions. We put the spotlight on real people who started their careers in customer-facing positions and witnessed their career progression within the group. These young leaders shared their personal stories in testimonial style, captured through an informal lens.

#MYBOLDFUTURE helped assert the positioning of Chalhoub Group as the modern and forward-looking workplace, and a testament to the group’s dedication to personal and professional growth.

Let us tell your story.

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