Kinokuniya Book Stores Design & Branding, Case study BOOKENDS by J. Walter Thompson Dubai


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Industry Book store
Media Design & Branding, Case study
Market United Arab Emirates
Agency J. Walter Thompson Dubai
Executive Creative Director Seyoan Vela
Creative Director Michael Fillon
Art Director Shine Km
Creative Adham Obeid, Jun Gonzales, Gavin Payne, Moustafa Mezher, Jagal Gopinath
Producer Jaafar Atwi, Joris Bosdriesz
Photographer Toufic Beyhum
Illustrator Olive Mistedio
Released February 2013


Cannes Lions 2013
Promo and Activation Lions Use of Promo & Activation; Best Temporary In-Store Displays in a Promotional Campaign Bronze

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: KINOKUNIYA
Product/Service: KINOKUNIYA
Creative: Adham Obeid/Gavin Payne/Jagal Gopinath/Moustafa Mezher/Jun Gonzales (JWT Dubai)
Planner: Prabhakar Iyer (JWT Dubai)
Art Buyer: Emily Haddad (JWT Dubai)
Producer: Jaafar Atwi (JWT Dubai)
Producer: Joris Bosdriesz (JWT Dubai)
Illustrator: Olive Mistedio (JWT Dubai)
Photographer: Toufic (JWT Dubai)
Art Director: Shine Km (JWT Dubai)
Copywriter: Michael Fillon (JWT Dubai)
Creative Director: Michael Fillon (JWT Dubai)
Executive Creative Director: Seyoan Vela (JWT Dubai)
Chief Creative Officer: Ramsey Naja (JWT Dubai)
Describe the brief from the client
To engage the public on the importance of education in helping underprivileged children escape poverty.
Promotion Development
The idea was to create unique bookends that showed how underprivileged children will inevitably end up with a life of hardship - unless education comes in the way. We illustrated designs that best reflected social issues linked to poverty before spending four months handcrafting the figurines. Once complete, the bookends were used in print, poster and online communication, then became the centerpiece of the in-store event. Here, shoppers made financial contributions with every purchase of a children's book. A copy of the same book was then placed between the bookends, setting children and symbols of poverty further and further apart.
The campaign launched February, 2013. Currently, there are no meaningful results to be shared. However, client confidence and the immense response from the public led to plans in the summer to run the campaign in the Far East and North America. The bookends themselves are planned to be made available for sale to the public in the coming months.
Relevancy to Product/Service
By physically placing books between the bookends, shoppers felt physically involved in making a difference in the lives of under-privileged children. Seeing the two sides of the bookends grow further and further apart served as an invitation for shoppers to keep making contributions. And importantly, the event showed a side human side to Kinokuniya. One that shares the same values of its customers.