2013 Winners & Shortlists

BOOKENDS

BrandKINOKUNIYA
Product/ServiceKINOKUNIYA
EntrantJWT Dubai, UNITED ARAB EMIRATES
Entrant Company JWT Dubai, UNITED ARAB EMIRATES
Advertising Agency JWT Dubai, UNITED ARAB EMIRATES

The Campaign

To show that education, symbolized by books, keeps children away from a life of hardship.

Success of the Campaign

The campaign launched February, 2013. Currently, there are no meaningful results to be shared. However, client confidence and the immense response from the public led to plans in the summer to run the campaign in the Far East and North America. The bookends themselves are planned to be made available for sale to the public in the coming months.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

After the crafting stage for the bookends, they were photographed for print, in-store and online communication. The Print ad, posters and online banners showed the value of education in helping under-privileged children escape poverty. They also invited the public to partake in an in-store event. Here, the bookends were placed on three separate shelves. Every book placed on the shelves contributed towards schooling in impoverished nations. As more and more books were placed on the shelves, the bookends grew further and further apart, emphasizing how education prevents poverty from destroying millions of young lives around the world.