OBJECTIVE: Sell books to people who don't usually read
PROP: Stories are better told in books

This campaign is based on the insight that many prefer to watch movies than read. They're often unaware that many of their favourite films are actually re-created from books. We need to remind them that by only watching the movie, they are missing out on some of the best parts of the story.

THE IDEA: Strategically hijack the media placements of new movies and TV series that are based off books to deliver an unexpected message.

Agency ................ Self / Proactive