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 a lot people 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.

Proactive project