Wordsworth Books Design & Branding WORDS WORTH READING by Saatchi & Saatchi BrandsRock Cape Town

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WORDS WORTH READING

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Industry Book store
Media Design & Branding
Market South Africa
Agency Saatchi & Saatchi BrandsRock Cape Town
Creative Director Gavin Whitfield, Sammy-Jane Thom
Art Director Larissa Elliott
Copywriter Marcelle Du Plessis, Konstant Van Huysteen
Released June 2011

Credits & Description

Category: Posters
Advertiser: WORDSWORTH BOOKSTORE
Product/Service: WORDSWORTH BOOKSTORE
Agency: SAATCHI & SAATCHI SOUTH AFRICA
Creative Director: Gavin Whitfield (Saatchi & Saatchi)
Creative Director: Sammy-Jane Thom (Saatchi & Saatchi)
Art Director: Larissa Elliott (Saatchi & Saatchi)
Copywriter: Marcelle Du Plessis (Saatchi & Saatchi)
Copywriter: Konstant Van Huysteen (Saatchi & Saatchi)
Production Manager: Lee-Anne Jacobz (Saatchi & Saatchi)
Art Buyer: Justin Fraser (Saatchi & Saatchi)
Media placement: Posters - Wordsworth Bookstores - 1 June 2011

Describe the brief from the client
The staff at Wordsworth Books prides themselves on their discerning taste and appreciation for the written word, and unlike other retailers make a point of reading all of the books on shelf.
The brief from client was to create a Wordsworth 'Staff Recommendation' sticker, as well as an in-store poster campaign to illustrate the worth of a Wordsworth staff recommendation.

Describe the challenges and key objectives
People who frequent Wordsworth Books are book lovers through and through. We wanted to engage them by making posters that celebrated the reading experience. Through our poster campaign, we really wanted to drive home the idea that Wordsworth Books understood the value of a good read and that when the staff members recommended a book it truly was a book worth reading.

Describe how you arrived at the final design
We created 3 posters that each spoke to a different part of the reading experience. The joy of reading a book, the commitment that goes into reading a book and the pride of owning a very special book. Once the copy was written, we created typographic interpretations to bring the words to life.

Give some indication of how successful the outcome was in the market
Books recommended by staff members have seen an increase in sales both during and after the campaign.