2015 Winners & Shortlists

The Brief

The objective of this campaign is to encourage people around the world to reduce their consumption of other forms of entertainment and read more by making them realize what they are missing out on when they choose to watch the movie instead of read the book.

Creative Execution

Online videos are a medium that our target audience, (teens and young adults) are drawn to and is one of the core forms of entertainment that they consume instead of reading books. By using parts from the real stories in the form of subtitles on our online films, we are catching them off-guard and tricking them into reading where they least expect it.

Describe the creative solution to the brief/objective.

We used everything that prevents people from reading and turned them into our own weapons to fight off their aversion to books. We created a series of films placed on YouTube in order to reach people in the one place where they are consuming the most entertainment. Online. The films use the actual words from books placed as subtitles on famous movie scenes to highlight what people have been missing out on by not reading. People shared the films using social media to spread awareness about the campaign and encourage others to read more too.

Results

We don’t have concrete results yet as the campaign has only just been launched, but the initial reaction from the public is very promising and positive. The films are getting more views every day as people are sharing them and talking about the campaign on social media using the hashtag #booksVSmovies. We’ve even come across the first user-generated version online already. We’re very excited to see more buzz coming our way over the next few weeks.