2015 Winners & Shortlists

Results and Effectiveness

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.

Creative Execution

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.

Insights, Strategy and the Idea

The communications objective of this campaign was to spread the message that people should read more books instead of choosing to watch the movie version or consume other forms of mind-numbing entertainment. Our insight came from the fact that many more people go to the movies than actually read books and that when movies have subtitles our eyes naturally force us to read, which is why we is we used subtitles placed over movie clips to get our idea across. This insight is relevant to the client because they are an organization that promotes reading and it is also relevant to the target audience because they are avid consumers of films, social media, and viral videos.