"Blurb, a service that lets users create and print their own books, needed to distinguish itself from a growing number of competitors flooding the category. This campaign positions them as a real champion of, and thus logical choice for, photographic and artistic expression. Featuring beautiful and engaging images from photographers around the globe, the ads gently remind readers that they probably already have several books' worth of their own material—from wedding portraits to family photos to travel shots and more. And if those readers are going to make a book, why not choose the company that offers the most creative freedom?"