Kinokuniya Book Stores Design & Branding FILL IT UP by Leo Burnett Kuala Lumpur

FILL IT UP

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Industry Book store
Media Design & Branding
Market Malaysia
Agency Leo Burnett Kuala Lumpur
Creative Director Iska Hashim
Typographer Zaidi Awang
Illustrator Image Rom
Released July 2010

Credits & Description

Category: Posters
Advertiser: KINOKUNIYA BOOK STORES
Product/Service: BOOK STORE
Agency: LEO BURNETT/ARC WORLDWIDE MALAYSIA
Date of First Appearance: Jul 1 2010
Entrant Company: LEO BURNETT/ARC WORLDWIDE MALAYSIA, Kuala Lumpur, MALAYSIA
Chief Creative Officer: Ali Mohamed (Leo Burnett Advertising/ARC Worldwide Malaysia)
Creative Director: Iska Hashim (Leo Burnett Advertising/ARC Worldwide Malayisa)
Creative Group Head: Zaidi Awang (Leo Burnett Advertising/ARC Worldwide Malaysia)
Art Director: Zaidi Awang (Leo Burnett Advertising/ARC Worldwide Malaysia)
Copywriter: Zaidi Awang (Leo Burnett Advertising/ARC Worldwide Malaysia)
Designer: Zaidi Awang (Leo Burnett Advertising/ARC Worldwide Malaysia)
Typographer: Zaidi Awang (Leo Burnett Advertising/ARC Worldwide Malaysia)
Illustrator: Image ROM (Image ROM)
Media placement: Poster - Kinokuniya Book Stores - 1-July-2010

Describe the brief from the client
To promote and maintain Kinokuniya Bookstore’s reputation as the place to go for inspiring reading material.

Describe the challenges and key objectives
A topical challenge: Borders’ bankruptcy, largely attributed to e-books. While e-books have apparently not affected Malaysia yet, there is a need to make conventional books more appealing in view of that trend.

Describe how you arrived at the final design
The final design of the witty bookshelves came about with this realization: now folks write in abbreviations, and reading means surfing internet headlines or Facebook - it’s high time to remind them that books fill your mind with flashes of inspiration, spark bright ideas, stimulate great conversation, and is conducive to deep thought – wherever you may be.

Give some indication of how successful the outcome was in the market
The posters received favourable comments ranging from “Those shelves are so cool!” to “Does Kinokuniya sell them?”, and even “It makes books so sexy” and “Could I have the posters? I want my contractor to make bookshelves like that.”