LITTLE RED RIDING HOOD by Leo Burnett Singapore for National Library

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LITTLE RED RIDING HOOD

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Industry Museums & Libraries, Books
Media Print, Magazine & Newspaper
Market Singapore
Agency Leo Burnett Singapore
Photographer Iggi Ng
Illustrator Yip Choon Fai
Released June 2012

Awards

Cannes Lions 2012
Press Lions Commercial Public Services Bronze

Credits & Description

Category: Illustration
Advertiser: NATIONAL LIBRARY BOARD
Product/Service: NATIONAL LIBRARY BOARD
Agency: LEO BURNETT GROUP SINGAPORE
Manager - Community Outreach & Engagement: Corey Khoo Kien Oo (National Library Board)
Group Executive Creative Director: Chris Chiu (Leo Burnett Group Singapore)
Senior Art Director: Jae Soh (Leo Burnett Group Singapore)
Senior Art Director: Katherine Khor (Leo Burnett Group Singapore)
Digital Art Director: Henry Soon (Leo Burnett Group Singapore)
Digital Art Director: Colin Koh (Leo Burnett Group Singapore)
Account Director: Eunice Wang (Leo Burnett Group Singapore)
Project Manager: Goh Mei Yi (Leo Burnett Group Singapore)
Photographer: Iggi Ng (Nemesis Pictures)
Illustrator: Yip Choon Fai (Freelance)
Retoucher: Adrel Law (Miracle Factory)
Retoucher: Ann (Miracle Factory)
FA Artist: Andy Teo (Leo Burnett Group Singapore)
FA Artist: Christina Yeo (Leo Burnett Group Singapore)
Media placement: Publication On Newspaper - TODAY Newspaper - 15 April For Red Riding Hood
Media placement: Outdoor - Public Library & Schools - 1 March 2012
Media placement: Publication On Newspaper - TODAY Newspaper - 22 April For Emperor

Describe the brief from the client
With the number of visitors decreasing drastically, the National Library Board wanted to create a series of posters that encourage Singaporeans (especially primary and secondary school students) to read more by visiting its public libraries.

Describe the challenges and key objectives
From video games to social media, we have more entertainment options today than we did just 10 years ago. Because of this, we wanted to remind people about the simple romance of reading, which lets our minds create a world based entirely on our own imagination: something only books can do.

Describe how you arrived at the final design
We invoked a sense of nostalgia by using the classics we all know and love. For many, these are the first books they read and through this campaign, we’ll make sure it won’t be the last.

Give some indication of how successful the outcome was in the market
The posters were only placed in public libraries and schools early this year, so it's still too soon to determine overall results. However, the schools and libraries are already asking for more copies of the posters, making it a first step in the right direction.