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.


  • Dubai Lynx Gold, Silver and Bronze.
  • NY Festivals Bronze.
  • Prague International Advertising Festival Gold.
  • Cannes Bronze Lion.
  • Cresta Bronze (Promo & Activation).

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