2017 Winners & Shortlists

The Campaign

The basis of this work stems from an insight that’s ofttimes ignored. While books are a great source of learning and diversion, they also play the role of a support system for many individuals. One could go as far as to say that that books hold the key to bringing equilibrium in our lives.

Creative Execution

We created an allegory between humans and everyday household furniture that are often balanced out by placing a book under them for support. It brought a sense of surrealism to something very familiar. The esoteric nature of the design left room for interpretation thereby encouraging people to spend more time with the posters, and more importantly provoking thought.

Indication of how successful the outcome was in the market

The poster created an immediate impact on visitors to the store. They Zen-like visuals complemented the inspiring atmosphere of being surrounded by books. Many have even asked for their own copies to take home.

While the store attracts many walk-ins, the conversion to actual purchase is low by comparison. We wanted to create posters that would inspire people to actually pick a book a make it their own. It was important that the communication appealed to the intelligence of our audience.