| Title | TRAVEL BOOK |
| Brand | KINOKUNIYA BOOK STORES |
| Product / Service | TRAVEL BOOK |
| 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 |
| CS Chong | Leo Burnett Advertising/ARC Worldwide Malaysia | Art Director |
| Case Deenadayalan | Leo Burnett Advertising/ARC Worldwide Malaysia | Copywriter |
| Zaidi Awang | Leo Burnett Advertising/ARC Worldwide Malaysia | Designer |
| CS Chong | Leo Burnett Advertising/ARC Worldwide Malaysia | Designer |
| CS Chong | Leo Burnett Advertising/ARC Worldwide Malaysia | Illustrator |
| Zaidi Awang | Leo Burnett Advertising/ARC Worldwide Malaysia | Typorgrapher |
| CS Chong | Leo Burnett Advertising/ARC Worldwide Malaysia | Typographer |
We were challenged to find a totally unusual (and more interactive) way of drawing attention travel books while remaining relevant to the category.
To promote the Kinokuniya Travel Section
Much of the fun of travel lies in the discovery whether it is of places or people or events or sights. The 'discovery' of the hidden message (the sentence 'Travel far & wide by book') woven into this series of routes/maps is a playful reminder of this excitement of travel and of the pointers to potential discoveries in each of the countless travel books in Kinokuniya.
Increased traffic and sales in the travel section. Customers were observed looking at what they thought were maps or legends, then smiling the moment they 'discovered' the message.