National Library Board 'Imagination'

Print campaign to promote reading by the National Library Board - print

Brief:
With the number of visitors decreasing drastically, the National Library Board wanted to encourage Singaporeans to read more by visiting the public libraries.

Concept:
To do that, we decided to remind people about the simple romance of reading, which lets our minds create a world based entirely on our own imagination (something only books can do).

We invoked a sense of nostalgia by using the classics we all know and love. For many, these are the first books they read and through this campaign, we'll make sure it won't be the last.

Client:
National Library Board

Role:
Creative Direction
Art Direction

Awards:
Cannes 2012 - Bronze Lion (Press)
Spikes 2012 - Bronze (Print)