Victory at Cannes!!

The campaign for Midland Bookshop was based on a simple brief: to get book lovers to take time out and step into the shop and reiterate the thought that despite the advent of other entertaining media, reading books is still fun and insightful. The campaign consisted of three books, ‘Lord of the Rings’, ‘The Communist Manifesto’ and ‘20,000 Leagues under the Sea’, planted at various urban locations such as restaurants and coffee shops. The three books contained stories of people who benefited after chancing upon inspiring books and how the books changed the course of their lives. For instance, one of the mini books contained the story of Peter Jackson, who, after reading ‘The Lord of the Rings’, was inspired to make a movie that went on to become one of the biggest hits in Hollywood history. In fact, these books were even distributed at the bookstore.
(via www.agencyfaqs.com)

View the complete campaign here.