Transforming Arab Cinema for a New Generation

Weber Shandwick MENAT and Netflix MENA

When Netflix’s anticipated Jordanian teen drama series, Alrawabi School For Girls, returned for season 2, we aimed to promote the new cast, build their profiles and generate excitement for them among the audience – by launching in Jordan, but amplifying region-wide.<br /><br />The strategy included a social-first announcement revealing new characters through animated imagery, accompanied by a press release to MENA media outlets. <br /><br />A key highlight was the creation of the region’s first fully animated key and character art suite and strategic media partnerships, culminating in a Jordanian red-carpet event in Amman. This event celebrated the series’ Jordanian roots, with widespread media coverage in Saudi Arabia, UAE, Egypt, and Jordan. The campaign further amplified its impact through collaborations with content creators and a partnership with Vogue, featuring the main cast in exclusive events and on the magazine’s cover.