La Publicità

"Escape into a book..."
Book brand: Penguin Books
Agency: Saatchi & Saatchi, Singapore
Year: 2009



"Books have the wonderful power to take you to another world and escape daily problems the moment you open them." This benefit is perfectly visualized by this series of ads. The opened book and the Penguin logo are more than enough to get to the point.

This campaign refers to the fact that today's society is so fast-paced and complains of not having time for anything, labeling simple activities such as reading a book as a "luxury". Reading as become an activity viewed boring and time-consuming and, for that, has been decreasing. People assume that is not worth it to start reading a book because there simple isn't enough time during one's day when, in fact, this pictures show people in daily situations that we all go through and an untouched book on the side, as if implying that, if you really wanted to read, you could.

"Books build children"
Brand: YCBE

Agency: Densu, Tokyo, Japan

Year: 2015

This campaign was created for the Board of Education of Yokohama City Board of Education. It was developed to inspire children to start reading more, instead of sucumbing to the addiction of the tecnologies that are now a constant part of their lives from early ages, way before they were in ours. 

It consists in sculptures made entirely out of books that portray the layouts of children. This meant to illustratate the phrase, that also names this artistic job, "Books build children", literally showing books built into the shape of a child.

In each panel we can read different phrases regarding the topic of books and how they help children to improve and be better educated. 

Some of this quotes are "We are made of our childhood books", "New books, new friends", "Books are more than knowledge", "Read a book. See the world differently".

The right book will always keep you company"
Book brand: Steimatzky Books
Agency: ACW Grey Tel-Aviv, Israel
Year: 2013

This advertisings were made for the Israeli bookstore brand Steimatzky. This campaign was meant to encourage reading and the buying of books by simply portraying famous book characthers sleeping next to the person reading their book. This ads meant to show that, as the title suggests, the right book will always keep you company, showing that your favourite literary characthers, though imaginary, will always give you the sense of their presence in your life, and make you company through their stories and adventures.

In this examples we can see the Gandalf, from Lord of the Rings, sleeping next to a little boy; Sherlock Holmes, from the Sherlock Holmes Books, next to a sleeping woman; and a Pippi Longstocking, from the Pippi Longstocking adventure books, sleeping carelessly next to a young girl that doesn't seem bothered by the crazyness of her favourite characther.