LITERARY POP-UPS by Air Brussels for Filigranes

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LITERARY POP-UPS

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Industry Book store
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient, Case study
Market Belgium
Agency Air Brussels
Released June 2012

Awards

Cannes Lions 2012
Outdoor Lions Bars, Restaurants & Stores, etc. Bronze

Credits & Description

Type of entry: Ambient
Category: Bars, Restaurants & Stores, etc.
Advertiser: FILIGRANES
Product/Service: FILIGRANES BOOKSTORE
Agency: AIR BRUSSELS, BELGIUM
Advertiser FILIGRANES
Product FILIGRANES BOOKSTORE
Entrant AIR BRUSSELS, BELGIUM
Type of Entry: Ambient
Category: Bars, Restaurants & Stores, etc.
Title: LITERARY POP-UPS
Advertiser/Client: FILIGRANES
Product/Service: FILIGRANES BOOKSTORE
Entrant Company: AIR BRUSSELS, BELGIUM
DM/Advertising Agency: AIR BRUSSELS, BELGIUM
Gregory Ginterdaele - Marie-Laure Cliquennois (Creative Director)
Philippe Fass (Copywriter)
Antoinette Ribas (Art Director)
Delphine Lenel (Account Supervisor)
Graphic Designer: Clara Climent (Other Credits)
Description of Ambient execution
Opening a book is like opening a world of emotions.
Walking into Filigranes, Europe's biggest independent bookstore is as well.
To bring these emotions to life, we commissioned the artist Isaac Salazar to fold thousands of book pages into stunning answers to the question at the heart of Filigranes' communication : And you, why do you read ? The folding technique produced a set of installations, we called them literary pop-ups. These were placed around the shop and reminded exactly why they were there : to pick up books, touch them, dive into them, and go Wow! Aaaah! Sniff or HaHaHa!