86343601-F551-413A-A2C5-4C91B1960AAF Created with sketchtool. D1681562-9B56-4AA3-A659-E4329F356674 Created with sketchtool. 934F8DA0-9E27-42BD-8CE3-D245838B7017 Created with sketchtool. ABBF01E5-99A9-4F8E-A5B6-D8D0DFCAA1DF Created with sketchtool. 52B86ADF-15D7-4BEB-87CA-3619D1900DF7 Created with sketchtool. 7589DD6C-9BE1-49A5-8D68-4F50FBA8B794 Created with sketchtool. close button Created with Sketch. 6BB0D236-0C4D-43DD-9499-76C2156B2D45 Created with sketchtool. 2C0B0BEE-6DF1-41ED-96BE-B08D012E4E7E Created with sketchtool. 0C8DBC52-E08E-4F0A-AE54-AE9BB73113CC Created with sketchtool. instagram Created with Sketch. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. C9FD7B3E-0845-41B2-ACCB-6714158590FB Created with sketchtool. 9390E317-BF7B-47ED-B954-052183D5FB1C Created with sketchtool. 33AF606F-4AB8-48BF-88F5-131EAFCB6433 Created with sketchtool. 8318C22D-D94B-44A9-AB45-C1392FAA4A70 Created with sketchtool. 61A8DE16-3685-4C96-8420-67656881EA29 Created with sketchtool. D1CB3555-9A1D-4970-80EF-E3ABD5BACF7D Created with sketchtool. F80B5C4D-057D-4477-AF86-E46BC62AC7A4 Created with sketchtool. Search icon Created with Sketch. A3C99BA3-E981-44D5-BCA9-B1C8A5D09E36 Created with sketchtool. BC8D40A0-6611-4C38-8AD4-8E2D17FA6DC3 Created with sketchtool.

Category

Award

TRAVEL BOOK

ClientKINOKUNIYA BOOK STORES
ProductTRAVEL BOOK
EntrantLEO BURNETT/ARC WORLDWIDE MALAYSIA Kuala Lumpur, MALAYSIA
Type of EntryCorporate or Brand Itendity
CategoryPosters
TitleTRAVEL BOOK
Product/ServiceTRAVEL BOOK
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
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.