TRAVEL BOOK
| Client | KINOKUNIYA BOOK STORES |
| Product | TRAVEL BOOK |
| Entrant | LEO BURNETT/ARC WORLDWIDE MALAYSIA Kuala Lumpur, MALAYSIA |
| Type of Entry | Corporate or Brand Itendity |
| Category | Posters |
| Title | TRAVEL BOOK |
| Product/Service | TRAVEL BOOK |
| Entrant Company: | LEO BURNETT/ARC WORLDWIDE MALAYSIA Kuala Lumpur, MALAYSIA |
| Design/Advertising Agency: | LEO BURNETT/ARC WORLDWIDE MALAYSIA Kuala Lumpur, MALAYSIA |
| Credits |
| 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 |
| CS Chong |
Leo Burnett Advertising/ARC Worldwide Malaysia |
Art Director |
| Case Deenadayalan |
Leo Burnett Advertising/ARC Worldwide Malaysia |
Copywriter |
| Zaidi Awang |
Leo Burnett Advertising/ARC Worldwide Malaysia |
Designer |
| CS Chong |
Leo Burnett Advertising/ARC Worldwide Malaysia |
Designer |
| CS Chong |
Leo Burnett Advertising/ARC Worldwide Malaysia |
Illustrator |
| Zaidi Awang |
Leo Burnett Advertising/ARC Worldwide Malaysia |
Typorgrapher |
| CS Chong |
Leo Burnett Advertising/ARC Worldwide Malaysia |
Typographer |
Brief Explanation
We were challenged to find a totally unusual (and more interactive) way of drawing attention
travel books while remaining relevant to the category.
Describe the brief from the client:
To promote the Kinokuniya Travel Section
Description of how you arrived at the final design:
Much of the fun of travel lies in the discovery whether it is of places or people or events or
sights. The 'discovery' of the hidden message (the sentence 'Travel far & wide by book')
woven into this series of routes/maps is a playful reminder of this excitement of travel and of
the pointers to potential discoveries in each of the countless travel books in Kinokuniya.
Indication of how successful the outcome was in the market:
Increased traffic and sales in the travel section. Customers were observed looking at what
they thought were maps or legends, then smiling the moment they 'discovered' the message.
