2013 Winners & Shortlists

BOOKENDS

BrandKINOKUNIYA
Product/ServiceKINOKUNIYA
EntrantJWT Dubai, UNITED ARAB EMIRATES
CategoryFUNDRAISING, CHARITIES, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS
Entrant Company JWT Dubai, UNITED ARAB EMIRATES
Advertising Agency JWT Dubai, UNITED ARAB EMIRATES
Media Agency MEDIACOM Dubai, UNITED ARAB EMIRATES

Results and Effectiveness

The campaign launched in February 2013 and as a result proper results are not yet available. Customer Feedback has been very positive. This summer, the bookends will be mass produced and made available for sale to the public. They will also be distributed in the Far East and North America, helping spread this powerful message around the world.

Creative Execution

Over a four-month period, especially designed bookends were handcrafted by sculptors. Each pair of bookends illustrates a social issue linked to poverty. On one side are innocent children, and on the other are individuals that embody the dangers of poverty: recruiters in a labor camp, human traffickers, a life in squalor. These bookends were the centerpiece of an in-store event. Participating shoppers were instructed to place a copy of the book* they wished to buy between the bookends. Each time they did, a percentage of their item’s sale was donated to educational charity foundations. 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. The event was supported by print ads, in-store posters and online communication. * Valid only with children’s books.

Insights, Strategy and the Idea

Today it is estimated that 101 million children around the world are out of school. A majority of them are in the world’s most destitute areas. Without access to education, most of them cannot escape the vicious cycle of poverty. As one of the world’s biggest bookstore chains, Kinokuniya decided to spread a simple message: Education keeps children away from a life of hardship. And books – which symbolize education – became the vehicle through which the public contributed to making a difference in the lives of under-privileged children around the world.

Credits

Name Company Role
Jwt Duabi JWT Dubai Creative