THE WALL OF HAIKUS
HOW WE INTRIGUED A NATION INTO READING BOOKS WITH 17 SYLLABLES.
Singaporeans are reading tweets, texts, and Instagram captions. Everything bite-sized. Everything but books. So, National Library Board Singapore crunched pages and pages of books, and downsized them into 17-syllable Haikus on bookmarks.
We then introduced these Haikus at MUJI stores islandwide, intriguing Singaporeans and enticing them to scan the bookmarks, download books, and fall in love with literature again.
Cannes Lion: Shortlist (x1).
Campaign, The Drum, Nylon Singapore, Youthopia Singapore, Marketing Interactive, etc.
Agency: Ogilvy Singapore
Campaign: The Wall of Haikus
Client: National Library Board Singapore x MUJI Singapore
Chief Creative Officer: Nicolas Courant
Creative Director: Elrid Carvalho
Associate Creative Director: Sonali Ranjit
Senior Art Director: Maggie Michella
Art Director: Faith Low
Copywriter: Jerome Toh, Toan Mai, Rachel Chew, Shanghao Chen
Editor: Nuno Boggiss