Your Perfect World

National Book Tokens are gift cards that can be used to buy books in any UK book store. While they were popular and well known by previous generations of children, they had lost brand recognition among today's children.

However, parents and grandparents, our key gifting audience, still remember receiving their first National Book Token, and the excitement of being able to wander through a bookshop and choose their book. For this milti-channel campaign, I tapped into the nostalgia and presented gifters with a way to pass on the magic to children and grandchildren.

I evolved the ‘choosing a book is an adventure in itself’ core concept to focus on the many worlds waiting to be discovered between the covers of books. I also developed the key visual for the campaign: the open book as a portal to these worlds. As the pages open, many possibilities are presented, from adventures to fantasy and spy fiction. And the reader is invited to journey on until they find their perfect world.

My role: evolution of the core concept, key visual concept and copy, scripts, (very) rough storyboards, overseeing external creatives

Channels: Film, press, social, display, PR, in-store and promotion