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Interactive
Steimatzky: World's largest bookshelf
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Title: Restore the status of books to their past glory. Problem: In recent years, competition between bookstores in Israel has lead to savage price wars which have brought the status of books down to an undignified low. Very quickly those wonderful items we held so dear began to lose their value and turn into nothing more than commodity items. Books had become cheap and status-less. Objective for Shalmor Avnon Amichay/Y&R Interactive Tel Aviv: Reclaim books past status and change the public discourse from being about the price of books to a place of substance. Solution: Create the largest bookshelf in the world. There is no better way to restore the dignity of books than to talk about the experiences, insights and other wonderful things they inspire in us – rather than the price they cost. That's why we decided to put the books and their readers up front and center. We created a project by the readers, for the readers and of the readers. We built a website with a virtual bookshelf where readers were invited to upload a picture of themselves and the book they recommend. Together, they will create the world's largest bookshelf.
Chief Creative Director: Gideon Amichay Related |
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