2013 Winners & Shortlists

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 became the centerpiece of a charity 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

The campaign launched February, 2013. Currently, there are no meaningful results to be shared. However, client confidence and the immense response from the public led to plans in the summer to run the campaign in the Far East and North America. The bookends themselves are planned to be made available for sale to the public in the coming months.