2022 Winners & Shortlists

IF YOU'RE INTO SOMETHING, YOU ARE INTO BOOKS - ARABIC

Short List
BrandSHARJAH BOOK AUTHORITY
Product/ServiceSHARJAH BOOK AUTHORITY
EntrantSHARJAH BOOK AUTHORITY, UNITED ARAB EMIRATES
CategoryNot-for-profit / Charity / Government
Idea Creation NNC Sharjah, UNITED ARAB EMIRATES
Idea Creation 2 ELEPHANT Cairo, EGYPT
Media Placement NNC Sharjah, UNITED ARAB EMIRATES
PR NNC Sharjah, UNITED ARAB EMIRATES
Production GOOD PEOPLE FILMS Cairo, EGYPT
Post Production LZRD Cairo, EGYPT
Post Production 2 LUCID POST Beirut, LEBANON
Additional Company PICKY PRODUCTIONS Melissia, GREECE
Additional Company 2 PANTERA & CO Buenos Aires, ARGENTINA
Additional Company 3 SMARTHOUSE FILMS Amsterdam, THE NETHERLANDS

Write a short summary of what happens in the film

Launched with the slogan, ‘If you’re into something, you’re into books’, the SBA’s campaign sought to bring about a paradigm shift in the popular perception that books are only for bookworms and intellectuals. It sought to challenge the notion that reading is a habit exclusive to a certain segment of people. The ‘You’re into Books’ campaign, which embraced every individual worldwide regardless of their age, race, ethnicity, cultural, or socioeconomic backgrounds, drove home an enduring universal message that whatever be it that triggers one’s interests or passions, there is a book out there to fuel their curiosity.

Cultural / Context information for the jury

The core creative foundation of the campaign touched upon some thoughtful ideas. No one is born with a book in their hands, but all 7.9 billion people in the world are in fact readers as the campaign tagline is self explanatory ‘If you’re into something, you’re into books’. The campaign was innovative, for it addressed people in their language, both figuratively and literally, in different dialects. The main challenge was to shift the dominant culture that doesn't propagate reading as a common habit, especially among the younger generation. In a world with information overflowing through various other sources than books, it is a common perception that books are only for thinkers, writers, or philosophers. But this SBA campaign said otherwise and proved it. On social media platforms for example, the campaign asked people to share their interests, and suggest books that suit them the best.

Credits

Name Company Role
Maged Nassar ELEPHANT Creative Director
Mohamed Nader NNC Director
Yousef Al Taweel NNC Chief Executive Officer
Basma Abaza NNC Senior Producer
Lahcen Amouaj NNC Director Of Photography
Sherine Thabet NNC Creative Copywriter
Salma Taimour NNC Version Art Director
Miguel Couto NNC Creative Copywriter
Tamara Osman NNC Creative Copywriter
Nour Shihabi NNC Media Buyer
Khoula Al Mujaini Sharjah Book Authority Marketing Director
Logyna Habeeb NNC Arabic Version Art Director Assistant
Omar Ehab NNC Photographer
Ahmed Barakat NNC Graphic Designer
Ahmed Hassan NNC Editor
Ahmed Nadim NNC Arabic Version Colorist
Fadia Daouk NNC PR Director
Muhammed Abu Arab NNC PR Writer
Swati Sengupta NNC PR Writer
Zaina Moalla NNC Account Manager
Rawan Al Shalaldeh NNC Head Of Social Media
Dima Marmash Sharjah Book Authority Marketing Co-ordinator
Ruba Al Ajouz Sharjah Book Authority Graphic Designer
Aisha Al Juneibi Sharjah Book Authority Graphic Designer
Amani Al Turk Sharjah Book Authority Graphic Designer
Rawan Hassan Sharjah Book Authority Graphic Designer
Sami Altaweel NNC Media Relations
Omar Saqr NNC Digital Advertiser