Background

Yan Ji You is China’s famous chain bookstore brand, the shop opened on 31th July in 2021 at Xiamen. They hope to hold a special event to communicate with consumers and attract more attention from consumers.

Describe the creative idea (40% of vote)

The brand gene of Yan Ji You is ‘unique reading philosophy’, therefore we use unique forms of artistic expression, to make consumers re-understand the books from different perspectives.

Describe the execution (40% of vote)

We pick 8 different types of books from bookstore bestsellers, reappear the classical scene of the books three-dimensional by creating a series of sculptures that have a strong visual impact. The sculpture of a bug lying on the bed, designed based on Franz Kafka’s “The Metamorphosis”; A scary wolf crawl into the chimney, based on the famous British fairy tale “Three Little Pigs”; Magician Houdini's escape art, pregnant robots, one-legged brides, bearded women, are based on Shuji Terayama’s fantasy fiction “Fushigi Library”, and so on. Consumers may guess book titles basing on hints of certain sculptures, in order to get a discount. Through this series of interesting book guessing sculptures, the ‘unique reading philosophy’ of Yan Ji You Bookstores has been illustrated to consumers.

List the results (20% of vote)

The project has attracted over 10 thousand consumers participated. Over 8000 consumers shared their guessing results on social media. Over 100 media reported this campaign on their own.