Category

Award

FILL IT UP

Short List
ClientKINOKUNIYA BOOK STORES
ProductBOOK STORE
EntrantLEO BURNETT/ARC WORLDWIDE MALAYSIA Kuala Lumpur, MALAYSIA
Type of EntryCorporate or Brand Itendity
CategoryPosters
TitleFILL IT UP
Product/ServiceBOOK STORE
Entrant Company:LEO BURNETT/ARC WORLDWIDE MALAYSIA Kuala Lumpur, MALAYSIA
Design/Advertising Agency:LEO BURNETT/ARC WORLDWIDE MALAYSIA Kuala Lumpur, MALAYSIA
Credits
Name Company Position
Ali Mohamed Leo Burnett Advertising/ARC Worldwide Malaysia Chief Creative Officer
Iska Hashim Leo Burnett Advertising/ARC Worldwide Malayisa Creative Director
Zaidi Awang Leo Burnett Advertising/ARC Worldwide Malaysia Creative Group Head
Zaidi Awang Leo Burnett Advertising/ARC Worldwide Malaysia Art Director
Zaidi Awang Leo Burnett Advertising/ARC Worldwide Malaysia Copywriter
Zaidi Awang Leo Burnett Advertising/ARC Worldwide Malaysia Designer
Zaidi Awang Leo Burnett Advertising/ARC Worldwide Malaysia Typographer
Image ROM Image ROM Illustrator

Brief Explanation

A topical challenge: Borders' bankruptcy, largely attributed to e-books. While e-books have apparently not affected Malaysia yet, there is a need to make conventional books more appealing in view of that trend.

Describe the brief from the client:

To promote and maintain Kinokuniya Bookstore's reputation as the place to go for inspiring reading material.

Description of how you arrived at the final design:

The final design of the witty bookshelves came about with this realization: now folks write in abbreviations, and reading means surfing internet headlines or Facebook - it's high time to remind them that books fill your mind with flashes of inspiration, spark bright ideas, stimulate great conversation, and is conducive to deep thought wherever you may be.

Indication of how successful the outcome was in the market:

The posters received favourable comments ranging from 'Those shelves are so cool!' to 'Does Kinokuniya sell them?', and even 'It makes books so sexy' and 'Could I have the posters? I want my contractor to make bookshelves like that.'