BOOKENDS by J. Walter Thompson Dubai for Kinokuniya Book Stores

BOOKENDS

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Industry Book store
Media Design & Branding, Case study
Market United Arab Emirates
Agency J. Walter Thompson Dubai
Released February 2013

Awards

Dubai Lynx 2013
Design POINT OF SALE GOLD
Outdoor SMALL SCALE SPECIAL SOLUTIONS GOLD

Credits & Description

Client KINOKUNIYA
Product KINOKUNIYA
Entrant JWT Dubai, UNITED ARAB EMIRATES
Type of Entry: Design
Category: POINT OF SALE
Title: BOOKENDS
Product/Service: KINOKUNIYA
Entrant Company : JWT Dubai, UNITED ARAB EMIRATES
Advertising Agency : JWT Dubai, UNITED ARAB EMIRATES
Name Company Position
Jwt Duabi Jwt Dubai Creative
Brief Explanation:
How do you engage a materialistic public with a charity initiative to foster education? Our answer was to create a vehicle through which a retail purchase leads to helping further education in impoverished nations - a device that shows an instant reflection of the donor's input.
Describe the brief from the client:
To show that education, symbolized by books, keeps children away from a life of hardship.
Description of how you arrived at the final design:
The bookends are the product of a nine-month creative process. First, we illustrated designs that best reflected the three social issues linked to poverty. This required studying the appearance of the people who are most affected by such hardship – from their ethnicity and physique to their environment. The designs were then handed to master sculptors who took four months to handcraft the figurines. Even the base, which serves as a doorway for the characters, received special attention. Once complete, the bookends were used in print, poster and online communication, before being the centerpiece of the in-store event.
Indication of how successful the outcome was in the market:
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.