2022 Winners & Shortlists

IF YOU'RE INTO SOMETHING, YOU'RE INTO BOOKS

Bronze Lynx

Case Film

Film

Film

Presentation Image

BrandSHARJAH BOOK AUTHORITY
Product/ServiceSHARJAH BOOK AUTHORITY
EntrantSHARJAH BOOK AUTHORITY, UNITED ARAB EMIRATES
CategorySocial Behaviour & Cultural Insight
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 NNC Sharjah, UNITED ARAB EMIRATES
Production 2 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.

Please tell us about the social behaviour and / or cultural insights that inspired your work

SBA’s ‘You’re into Books’ campaign highlights the fact that the world of books knows no boundaries. It is not restricted by the terms we define it by - fiction, non-fiction, fantasy, poetry, and other genres. The campaign shared the cultural message of Sharjah with the world and worked towards proving to the younger generation that books are not only for intellectuals, thinkers, or philosophers only. Those are literary treasures meant for everyone. This campaign drives home the truth that books are written not only to enlighten, enrich or educate the human mind, but also to create a happier world for millions of people with diverse and specialised interests. This holds true in the regional as well as global context.

Credits

Name Company Role
Maged Nassar ELEPHANT English Version Director
Mohamed Nader NNC Arabic Version Director
Yousef Al Taweel NNC Chief Executive Officer
Lahcen Amouaj NNC Arabic Version Director Of Photography
Basma Abaza NNC Agency Producer
Salma Taimour NNC Arabic Version Art Director
Fadia Daouk NNC PR Director
Sherine Thabet NNC Creative Copywriter
Miguel Couto NNC Creative Copywriter
Tamara Osman NNC Creative Copywriter
Omar Ehab NNC Photographer
Khoula Al Mujaini Sharjah Book Authority Marketing Director
Nour Shihabi NNC Media Buyer
Ahmed Barakat NNC Graphic Designer
Ahmed Hassan NNC Editor
Ahmed Nadim NNC Arabic Version Colorist
Rawan Al Shalaldeh NNC Head Of Social Media
Logyna Habeeb NNC Arabic Version Art Director Assistant
Muhammed Abu Arab NNC PR Writer
Mohammad Okily NNC Head Of Design
Zaina Moalla NNC Account Manager
Aisha Al Juneibi Sharjah Book Authority Graphic Designer
Ruba Al Ajouz 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
Pierre Mouarkech Good People English Version Lead Director Of Photography
Khaled Zaki Good People Films English Version Executive Producer
Chantal El Haber Good People Films English Version Producer
Menna Nagy Good People Films English Version Line Producer
Amr Rabea Good People Films English Version Editor
Ahmed Tahoon Good People Films UAE Director Of Photography
Swati Sengupta NNC PR Writer