Penguin - Save the Bookworm
Problem: Bookworms are becoming extinct
​Insight: Consumers respond when there's an urgent shortage of something
​Solution: Raise awareness of the endangered bookworm
OOH Print
Black and white print ads to be shared in areas where people would typically be on their mobile phones, e.g. on public transport or in waiting rooms. To encourage people to switch from using their phones to reading a book.
Crisis Video
People are spending more time on their phones than behind a book. To encourage people to start reading again we need to acknowledge the scarcity of book readers by adopting a David Attenborough-style approach and emphasising the extinction of the bookworm (book readers). The aim is not to drive people to despair, but to take people on a journey that makes them realise what is driving the issue and how it can be solved.
