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Budget 25
Sooooo, I’m a little late to the party in covering this one, but it’s so nifty it deserves a mention (and it involves books, and we heart books).
DraftFCB has been in charge of touting the new e-book gadget from Whitcoulls, the Kobo. If you haven’t checked one out yet, do – it’s cheap, light, user-friendly and is perfect for disguising the fact you’re reading trashbag novels while you're on the bus or in a cafe.
The key idea is “1000 books in one” – that you can stash all your novels (trashbag or otherwise) in the one gadget. Very handy for those long-haul flights or if you happen to move house a lot and don’t want to have to lug your books along with you each time.
So, FCB built a book chandelier. Yes, I know you’re asking, “Now Hazel, what’s a book chandelier when it’s at home?”. Well that’s where your toes turn in, because it wasn’t at home, it was at Britomart. Foiled again!
The agency sorted out a grand installation made only from books at the big Auckland transport centre. A thousand books, to be precise. Geddit? A thousand books in one. The whole shebang was hanging over an eReader, which presumably didn’t get stolen at any point, for users to trifle with.
Check out the time-lapse video of the making of the Britomart book chandlier here.
The campaign tag line has been employed to get across the message that the Kobo is for reading and reading only. Techy folk will likely stick to iPads to get them through their iDay with as much iFun as possible. Really, iWonder!
But those who are seriously committed to reading will be chuffed as chuffed things to get their chuffy little mitts on a cheap-as Kobo – so the focus of the campaign is on its ability to hold so many books.
And I don’t know about you, but if I had to cart around 1,000 books in my handbag, I wouldn’t get much further than the front freakin’ door.
Some other work has also been neat – at the airport branch of Whitcoulls, for example (where you can get a duty-free Kobo, oh yes, oh yes!), posters read, “Too bad London’s only 24 hours away”; and the reverse side of e-tickets for domestic travel had lines about the pity that our longest journey is only an hour and 55 minutes. (Not nearly enough time to finish your latest Mills & Boon, His Bulging Thighs.)
A thousand books in one! In your face, bookcase.
One book to rule them all. Apparently.
The campaign line.
Thighs. Of the bulging variety. Easily hidden with an eReader.
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Books meet chandelier in FCB's Kobo campaign
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