FUNDRAISING, CHARITIES, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS
Entrant Company
JWT Dubai, UNITED ARAB EMIRATES
Advertising Agency
JWT Dubai, UNITED ARAB EMIRATES
The Brief
To engage the public on the importance of education in helping underprivileged children escape poverty.
Creative Execution
As more and more books were placed on the shelves, the bookends grew further and further apart, emphasizing how education prevents poverty from destroying millions of young lives around the world. Aside from helping contribute to a worthy cause, Kinokuniya – a Japanese brand – engaged its Middle East customers by proving it shares their values, building a long term relationship characterized by a common love for books and support for children’s education.
Describe the creative solution to the brief/objective.
Especially designed bookends were used at an event, where each purchase of a children’s book led to a financial contribution from shoppers. They were then instructed to place a second copy of their purchased book between the bookends, showing that as more and more books are placed between the bookends, the further away under-privileged children are kept from the dangers of poverty.
Results
Aside from helping contribute to a worthy cause, Kinokuniya – a Japanese brand – engaged its Middle East customers by proving it shares their values, building a long term relationship characterized by a common love for books and support for children’s education.