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New Zealand Book Council: Read A Book At Work
| See full size 1242x874 px | |
| Released: | June 2008 |
| Avertiser: | NEW ZEALAND BOOK COUNCIL |
| Agency: | COLENSO BBDO AUCKLAND |
| Country: | New Zealand |
| Category: |
Public awareness messages
|
| Awards: |
Cannes Lions 2008 Promo Silver
|
| Tags: |
Case study
Cannes 2008
|
Credits:
Type Of Entry: Product/Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Title: READ A BOOK AT WORK
Advertiser/Client: NEW ZEALAND BOOK COUNCIL
Product/Service: NEW ZEALAND BOOK COUNCIL
Entrant Company, City: COLENSO BBDO, Auckland
Country: NEW ZEALAND
Sales Promotion/Advertising Agency, City: COLENSO BBDO, Auckland
Country: NEW ZEALAND
Category: Charities, Public Health & Safety, Public Awareness Messages
Title: READ A BOOK AT WORK
Advertiser/Client: NEW ZEALAND BOOK COUNCIL
Product/Service: NEW ZEALAND BOOK COUNCIL
Entrant Company, City: COLENSO BBDO, Auckland
Country: NEW ZEALAND
Sales Promotion/Advertising Agency, City: COLENSO BBDO, Auckland
Country: NEW ZEALAND
Credit Details:
| Name | Position | Company |
| Nick Worthington | Executive Creative Director | Colenso BBDO |
| Richard Maddocks | Executive Creative Director | Colenso BBDO |
| Jonathan McMahon | Copywriter, Art Director | Colenso BBDO |
| Lisa Fedyszyn | Art Director, Copywriter | Colenso BBDO |
| Michael Redwood | Group Account Director | Colenso BBDO |
| Paul Courtney | Agency Producer | Colenso BBDO |
| Ainsley Waite | Designer | Colenso BBDO |
| Raffaella Wilson | Designer | Colenso BBDO |
| Tim Smith | Interactive Designer/Developer | Colenso BBDO |
| Hamish Wanhill | Interactive Producer | Colenso BBDO |
| Simon Koay | Interactive Designer | Colenso BBDO |
| Phil Newman | Interactive Designer | Colenso BBDO |
| Jo Wealleans | Account Director | Colenso BBDO |
Objective:
We disguised books as every day office computer documents and released them on the internet because the New Zealand Book Council wanted to promote reading. They wanted to make books more accessible and to encourage people to fall in love with reading again.
Development:
With the help of New Zealand authors and local publishing houses we were able to obtain the rights to a number of novels, short stories and poems to promote online. We then disguised them as Powerpoint documents, which are all housed at our equally disguised online library, which is designed to look identical to a Windows desktop.
Relevance:
These days people spend far too much time in front of their computers working and not enough time reading books. So we figured that surely people would rather read books than do work. This promotion allowed people to read classics by Virginia Wolfe through to modern short stories by local New Zealand authors on any computer, at any time, without anyone ever knowing. Especially at work, where your boss and co-workers will be none the wiser.
Outcome/Results:
At the time of entry, this site had just gone live. The initial response has been overwhelming. More books are being uploaded by the day, and many authors and publication houses have expressed interest in helping the cause. And thankfully the backlash from bosses is yet to start. So if you need a break from all this judging, maybe you should read a book. www.readatwork.com