Anniversaries are always a good opportunity to bring back memories and evaluate one’s deeds that span across several decades. Celebrating these significant days provides a great way to promote one’s heritage and legacy. When it comes to libraries, the best way to applaud the passage of the time is by reading books. Take Wook for example, a bookstore that is celebrating 20 years of existence this month. As Wook functions a shop made by people for people, it has prepared a couple of surprises and gifts to their customers to highlight the anniversary.
After turning to the same page with creative agency Coming Soon, Wook—which is Portugal’s biggest bookstore with over 9 million books and sales in over 90 countries—wants to address some simple questions raised by its readers: What makes a library a good one? Oh, and what does exactly a bookstore ship?
With the help of the Lisbon-based agency, people at Wook were able to find the answers: The first question is simple – world-known books are exactly what a bookshop needs to be labeled as an excellent one. Second, it ships knowledge. But most importantly, it conveys unique experiences and adventures that are worthy of various awards.
Horror stories, romance, and history are the ones which make the readers think big. And creative. Don’t trust us? Well, maybe Marcelo Lourenço, Co-Founder at Coming Soon, will convince you: “We choose the genres very carefully, based on the bestselling books at Wook – lucky for us terror, history, and love stories were among the most searched at the site.” Based on the data, the creative team carefully designed a close-fitting campaign for Wook’s 20th anniversary.
A clown that looks like the film adaptation of Pennywise from Stephen King’s famous IT novel, a knight that’s ready to fight in the name of King Viserys, and a couple that seems to be taken from Nicholas Sparks’s A Walk to Remember; somehow they all pop up from a shipping box to recreate a fairytale-like experience. If you ask us, we’d prefer the knight to be our guide. But if you are a horror genre fan, then take the scary clown with you. We bet that he has some amazing, and weird, things to show you!
Although the campaign might look simple, it’s no short of sophisticated, says Lourenço. The co-founder explained to Branding.news that “everybody keeps saying that the campaign is so simple and easy to understand – for us, it’s the best kind of compliment: we use to say that an idea must be like a Beatles’ song: sophisticated but simple, the kind of idea that everyone gets it in a heartbeat.”
“For an agency that has just started, to be responsible for the 20th-anniversary campaign of such an iconic Portuguese brand is an honor,” continues Pedro Bexiga, Co-Founder of Coming Soon. He later adds that he feels that the agency should be, in the first place, best friends with the client: “More than clients, at Coming Soon we’re looking for partners in crime. And Wook is the perfect example: they allowed us to push the envelope every time.”
It looks like the two managed to create a lovely literacy adventure. Ready? Then start with admiring Coming Soon’s posters for Wook and leave reading a book for a rainy day…
Credits:
Client: Wook
Agency: Coming Soon