‘Read Something Better’, urges a witty campaign from Friends\TBWA for Black Button Books, writes LBB’s Laura Swinton
If you’re struggling to detach yourself from social media, this bright and witty campaign from Romanian agency Friends\TBWA may have found the perfect off switch. Or perhaps, off button.
Their campaign for publisher Black Button Books takes aim at our mindless and passive consumption of social media and urges people to feed their brains with something a bit more stimulating and meaningful.
“Romania has one of the lowest reading rates per capita, so together with our client, Black Button Books, an indie publishing house, we decided to try to do something to encourage people to read more. And better,” explains the team at Friends\TBWA.
“The campaign is based on the insight that people don't realize how much they actually read online everyday, and they don't realize how much of it is worthless. However, when they see a book, they get discouraged by its length. So, by confronting them with this truth we hope to spark awareness and make them read something better, at least from time to time.”
The campaign combines a series of playful webfilms, that shows readers immersed in hefty tomes that are filled with the kind of banal drivel that makes up our social media feeds, with some colourful print executions.
Advertised brand: Black Button Books
Advert titles: Hashtag Compendium, Tweets, Big Book of Faces