Kinokuniya Book Stores Design & Branding TRAVEL BOOK by Leo Burnett Kuala Lumpur

TRAVEL BOOK

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Industry Book store
Media Design & Branding
Market Malaysia
Agency Leo Burnett Kuala Lumpur
Creative Director Iska Hashim
Art Director Cs Chong
Copywriter Case Deenadayalan
Designer Cs Chong
Typographer Zaidi Awang
Illustrator Cs Chong
Released July 2010

Credits & Description

Category: Posters
Advertiser: KINOKUNIYA BOOK STORES
Product/Service: TRAVEL BOOKS
Agency: LEO BURNETT/ARC WORLDWIDE MALAYSIA
Date of First Appearance: Nov 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)
Art Director: Zaidi Awang (Leo Burnett Advertising/ARC Worldwide Malaysia)
Art Director: CS Chong (Leo Burnett Advertising/ARC Worldwide Malaysia)
Copywriter: Case Deenadayalan (Leo Burnett Advertising/ARC Worldwide Malaysia)
Designer: Zaidi Awang (Leo Burnett Advertising/ARC Worldwide Malaysia)
Designer: CS Chong (Leo Burnett Advertising/ARC Worldwide Malaysia)
Illustrator: CS Chong (Leo Burnett Advertising/ARC Worldwide Malaysia)
Typographer: Zaidi Awang (Leo Burnett Advertising/ARC Worldwide Malaysia)
Typorgrapher: CS Chong (Leo Burnett Advertising/ARC Worldwide Malaysia)
Media placement: Poster - Kinokuniya Book Stores - 1-November-2010

Describe the brief from the client
To promote the Kinokuniya Travel Section

Describe the challenges and key objectives
We were challenged to find a totally unusual (and more interactive) way of drawing attention travel books while remaining relevant to the category.

Describe how you arrived at the final design
Much of the fun of travel lies in the discovery – whether it is of places or people or events or sights. The “discovery” of the hidden message (the sentence “Travel far & wide by book”) woven into this series of routes/maps is a playful reminder of this excitement of travel – and of the pointers to potential discoveries in each of the countless travel books in Kinokuniya.

Give some indication of how successful the outcome was in the market
Increased traffic and sales in the travel section. Customers were observed looking at what they thought were maps or legends, then smiling the moment they “discovered” the message.