Gandhi Bookstores Design & Branding STORY OF LETTERS by Ogilvy & Mather Mexico

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STORY OF LETTERS

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Industry Book store
Media Design & Branding
Market Mexico
Agency Ogilvy & Mather Mexico
Creative Director Víctor Alvarado, Agustín Vélez
Art Director Víctor Alvarado
Copywriter Agustín Vélez
Released January 2001

Credits & Description

Category: Posters
Advertiser: STORY OF LETTERS/GANDHI BOOKSTORES
Product/Service: GANDHI BOOKSTORES
Agency: OGILVY MEXICO
Vice President Creative Services: Jose Montalvo (Ogilvy Mexico)
Vice President Creative Services: Miguel Ruiz (Ogilvy Mexico)
Creative Director/Art Director: Victor Alvarado (Ogilvy Mexico)
Creative Director/Copywriter: Agustin Velez (Ogilvy Mexico)
Marketing Director: Alberto Achar (Gandhi Bookstores)
Design Studio: Delirio Diseño (Delirio Diseño)
Senior Planner: Jan Erhardt (Ogilvy México)
Senior Planner: Samantha Hernández (Ogilvy México)
Media placement: POSTERS - STREETS - 01-01-12

Describe the brief from the client
We needed to communicate how beautifully easy reading can be, by making it simple and captivating for people to absorb.

Describe the challenges and key objectives
We needed to provoke natural encounters with literature, in order to liberate people from structures and the complexity behind understanding a specific text, and show them how reading can be an enjoyable experience, even in it's most basic of forms.

Describe how you arrived at the final design
Our eyes these days are ever more trained on responding to visual stimuli: art, design, fashion, physical beauty. Thus, our solution was to show how easy reading could be by engaging people through the aesthetics of a writers' colours: 27 different and uniquely individual letters, all with their own captivating story.

As a canvas, we chose to use the most basic form of advertising: street posters. Uncomplicated, simple and raw, they were the perfect format in which to tell both a visual as well as a written story, making them relevant even to the most basic of spectators.

Give some indication of how successful the outcome was in the market
The campaign was so successful with the public that the street posters started to be torn down as collectors' items. Our response was to sell them in Gandhi stores, thus transforming a simple poster with no lucrative objective into a profitable product in its own right.

The general public became so immersed with the campaign, that they found meaning not only in each of the individual letter's stories but found meaning in their own names, posting the first letter of their names as avatars on Twitter and Facebook and commenting on them.