Campaign: Bookends
WPP company: JWT Dubai
Client: Kinokuniya
Over 100 million children around the globe do not attend school. JWT Dubai worked for Kinokuniya, a leading bookstore, to engage the public on the importance of education for underprivileged children. Specially-handcrafted bookends were created to illustrate how children can easily fall prey to the dangers of poverty. For each book purchased, a proportion of the sale was donated to charity programs dedicated to schooling in developing countries. A second copy of the same book was placed between the bookends in store, pushing bookends apart, to show how education keeps children away from a life of hardship.
Awards:
- Dubai Lynx Gold, Silver and Bronze.
- NY Festivals Bronze.
- Prague International Advertising Festival Gold.
- Cannes Bronze Lion.
- Cresta Bronze (Promo & Activation).
