SHELF

TitleSHELF
BrandKINOKUNIYA BOOK STORES
Product / ServiceD.I.Y. SECTION
CategoryA10. Typography
EntrantLEO BURNETT/ARC WORLDWIDE MALAYSIA Kuala Lumpur, MALAYSIA
Entrant Company:LEO BURNETT/ARC WORLDWIDE MALAYSIA Kuala Lumpur, MALAYSIA
Design/Advertising Agency:LEO BURNETT/ARC WORLDWIDE MALAYSIA Kuala Lumpur, MALAYSIA

Credits

Credits

Name Company Position
Zaidi Awang Leo Burnett Advertising/ARC Worldwide Malaysia Creative Group Head
Zaidi Awang Leo Burnett Advertising/ARC Worldwide Malaysia Art Director
Zaidi Awang Leo Burnett Advertising/ARC Worldwide Malaysia Copywriter
Tan Yew Leong Leo Burnett Advertising/ARC Worldwide Malaysia Creative Director
Zaidi Awang Leo Burnett Advertising/ARC Worldwide Malaysia Designer
Khairul Anuar Leo Burnett Advertising/ARC Worldwide Malaysia Designer
Zaidi Awang Leo Burnett Advertising/ARC Worldwide Malaysia Typographer
Khairul Anuar Leo Burnett Advertising/ARC Worldwide Malaysia Typographer
Steve Koh Studio ROM Photographer

Brief Explanation

Kinokuniya's window frontage faces a very busy escalator, and getting the attention of customers who are hurrying up and down the escalator is difficult. Malaysians are generally not avid readers either. Moreover, DIY books are not exactly 'hot gossip' or 'talk of the town'. The key objective is to drive more traffic into Kinokuniya and make the public aware of their DIY section.

The Brief

To promote the books of the DIY section of Kinokuniya Bookstores.

How the final design was conceived

A window display with words 'I did it on my own' composed in the form of bookshelves; plus posters depicting DIY grillwork and carpentry as part of the campaign. This playful rendition illustrates how easy things are with Kinokuniya's DIY books.

Indication of how successful the outcome was in the market

Even as the 'bookshelves' were being set up, a crowd gathered to see it. It generated excitement and interest and smiles. Comments like 'How clever!', and from the more skeptical, 'Is it really that easy to DIY?' were heard coming from curious onlookers. The promotion was considered a success as sales of DIY books did show an increase.