IMAGINATION

TitleIMAGINATION
BrandNATIONAL LIBRARY BOARD
Product / ServiceNATIONAL LIBRARY BOARD
CategoryA01. Creative Effectiveness
EntrantLEO BURNETT GROUP SINGAPORE, SINGAPORE
Entrant Company LEO BURNETT GROUP SINGAPORE, SINGAPORE
Advertising Agency LEO BURNETT GROUP SINGAPORE, SINGAPORE

Credits

Name Company Position
Christina Yeo Leo Burnett Group Singapore Fa Artist
Andy Teo Leo Burnett Group Singapore Fa Artist
Ann Miracle Factory Retoucher
Adrel Law Miracle Factory Retouching Producer
Yip Choon Fai Miracle Factory Illustrator/Production House
Iggi Ng Nemesis Pictures Photography Studio
Goh Mei Yi Leo Burnett Group Singapore Project Manager
Eunice Wang Leo Burnett Group Singapore Account Director
Colin Koh Leo Burnett Group Singapore Writer
Jae Soh Leo Burnett Group Singapore Senior Art Director
Henry Soon Leo Burnett Group Singapore Art Director
Katherine Khor Leo Burnett Group Singapore Art Director
Chris Chiu Leo Burnett Group Singapore Executive Creative Director

Brief Explanation

Singapore’s libraries are under threat as the rise in the use of digital devices amongst Singapore’s younger generation has led to a marked decrease in the reading of physical books. The convenience provided by devices like iPad or kindle mean that an entire generation is losing out of the thrill of looking for a book. This caused Singapore’s Library board a huge problem as it threatened the role of libraries in Singapore. This would have impact on the buildings and the people employed in them, as well as the symbolic role of a library within the community. To make young Singaporeans re evaluate how the consumed books, we thought it was necessary to examine the emotional aspects of looking for a reading a physical book. We found that the process was sometimes romantic and magical, that some our best memories as children were being sat in the aisle of the local library totally consumed in an all time classic. To gain as much relevance as possible, we exploded the romance to story telling through some of best-known fiction ever written. In doing so, we are convinced that you can’t experience fiction digitally as you can when you have the book in your hands. We hope Singapore’s libraries survive for many more generations.