TRAVEL BOOK

TitleTRAVEL BOOK
BrandKINOKUNIYA BOOK STORES
Product / ServiceTRAVEL BOOK
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

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

Brief Explanation

We were challenged to find a totally unusual (and more interactive) way of drawing attention travel books while remaining relevant to the category.

The Brief

To promote the Kinokuniya Travel Section

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.