08.08.08

"Have any books lying around?" out-of-home campaign

Out-of-Home Ads, Public Service

Greenville, South Carolina’s the bounce agency created this campaign to generate book donations for the Greenville Literacy Association’s annual book sale. The concept was based on a simple premise: Most people have books lying around their homes; they just need to be reminded to donate them. Focusing on busy downtown areas, the campaign transformed ordinary objects into symbolic reminders of the unread books in people’s homes; parking garage staircases were transformed into giant stacks of books, tiny Post-it note packets were made into miniature replicas of famous novels (and placed in popular restaurants) and one side of a parking garage became a giant bookshelf. All executions contained the phrase “Have any books lying around?” along with instructions about where to donate. The result: Nearly 100,000 books were donated which translated to $115,000 raised for literacy programs.

Stephen Brown/Barry Godfrey, art directors; Stephen Childress, associate creative director; John McDermott, creative director.

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