Winner of WPP Cream Award 2013. Cristal France Grand Prix (Outdoors) and Gold (Promo and Activation). Cannes Lions Bronze (Promo & Activation). Dubai Lynx 2 Golds (Design and Outdoor). Dubai Lynx 2 Silvers (Promo & Activation). Dubai Lynx Bronze (Direct). New York Ad Fest Bronze (Design). Prague International Ad Fest 2 Golds (Design and Ambient).

 

 

How do you engage the public on the importance of education to underprivileged children? By creating an interactive display that shows books can keep children away from a life of hardship. 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. Shoppers 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. 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.