Title | IMAGINATION |
Brand | NATIONAL LIBRARY BOARD |
Product / Service | NATIONAL LIBRARY BOARD |
Category | A01. Creative Effectiveness |
Entrant | LEO BURNETT GROUP SINGAPORE, SINGAPORE |
Entrant Company | LEO BURNETT GROUP SINGAPORE, SINGAPORE |
Advertising Agency | LEO BURNETT GROUP SINGAPORE, SINGAPORE |
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 |
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.