| Title | FILL IT UP |
| Brand | KINOKUNIYA BOOK STORES |
| Product / Service | BOOK STORE |
| Category | A02. Posters |
| Entrant | LEO 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 |
| Name | Company | Position |
|---|---|---|
| Ali Mohamed | Leo Burnett Advertising/ARC Worldwide Malaysia | Chief Creative Officer |
| Iska Hashim | Leo Burnett Advertising/ARC Worldwide Malayisa | Creative Director |
| 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 |
| Zaidi Awang | Leo Burnett Advertising/ARC Worldwide Malaysia | Designer |
| Zaidi Awang | Leo Burnett Advertising/ARC Worldwide Malaysia | Typographer |
| Image ROM | Image ROM | Illustrator |
A topical challenge: Borders' bankruptcy, largely attributed to e-books. While e-books have apparently not affected Malaysia yet, there is a need to make conventional books more appealing in view of that trend.
To promote and maintain Kinokuniya Bookstore's reputation as the place to go for inspiring reading material.
The final design of the witty bookshelves came about with this realization: now folks write in abbreviations, and reading means surfing internet headlines or Facebook - it's high time to remind them that books fill your mind with flashes of inspiration, spark bright ideas, stimulate great conversation, and is conducive to deep thought wherever you may be.
The posters received favourable comments ranging from 'Those shelves are so cool!' to 'Does Kinokuniya sell them?', and even 'It makes books so sexy' and 'Could I have the posters? I want my contractor to make bookshelves like that.'