Cape Town Book Fair Campaign
BRIEF:
The Cape Town Book Fair (CTBF) is an annual event where publishers, distributors and authors share, read and talk about their new books. But, in an era where fewer and fewer people are choosing to read books and attend, the Book Fair needed a way to entice and remind people about the power of books.
Campaign Line: Where the story begins…
The original Blockbuster
INSIGHT:
By comparison to the reading of a book, a book leaves little to the imagination.
Talking to different genres and illustrating how they were originally scripted as books, we wanted to position the Cape Town Book Fair as the place “Where the story begins…”
EXECUTION:
In order to directly communicate with our target audience, we replaced popular movies on the shelves of local DVD stores with the actual books they originated from. Stickers were placed on these books with copy that read “Get the original blockbuster”.
The message was simple: most great movies were originally great books.
From Fairy Tales to Birdwatching
INSIGHT:
The reading of a book is a personal journey that starts on Page 1 and has the power to engage the reader until the very last page.
EXECUTION:
We took our concept outdoors to Cape Town’s Grand Parade and hired a professional pigeon trainer to sprinkle “Page 1” in the middle of the Parade. As soon as the pigeons began to feast, they spelt out the words in “pigeon type”.
This ambient execution was accompanied by prominent signage that read: From books on birdwatching to fairy tales this is where the story begins.