Cultural / Context information for the jury

We launched a nationwide campaign trying to convince people that reading makes them interesting with a simple tag line of Read More. Be More. Through outdoor ads we wanted to target our audience in the specific locations they would be seeing the ads. Whether they are office workers in the Central Business District or University students, on a new diet, just completed their vaccination or simply on their daily commute, we spoke to them in location through books. Painting imaginative scenarios only true readers would identify with.

Tell the jury about the copywriting.

To remind people how reading makes them interesting, we chose to not write headlines, but to let the books do all of the talking. The book titles on the book spines to be a lot more precise. We stacked popular library books (Yes all of the titles shown are available to borrow at the National Libraries across Singapore) to create whimsical, pithy, and sometimes profound sentences out of the book titles themselves. Many a nights spent in the library and a few necks sprained while perusing through the collection to pick the right books to create these set of 6 headlines. Exhibit A: Vaccination.