Challenge: Position Kinokuniya as more than just a book shop. It is a disseminator of knowledge, wisdom and enlightenment. Solution: A poster campaign that subtly expresses the Japanese tradition of seeking insight while contemplating Zen icons like rock gardens. Each poster has one word cryptically 'typographed' into layout of books. Results: The highest compliment came from a Japanese gentleman who saw the posters and said, 'Very sophisticated … elevated books among Zen icons of enlightenment.' 48 x 26 1/2, 4-color, offset.