The Avelar Machado Antiquarian Booksellers Campaign is Good as New
Meghan Young — April 30, 2012 — Marketing
References: draftfcb & ibelieveinadv
Despite the fact that used books are often significantly cheaper than new ones, people often opt for the latter because of their pristine quality; the Avelar Machado Antiquarian Booksellers ad campaign shows that besides a few minor scrapes, their used books are "almost as good as new," which is stated in its tag line. In business since 1876, they have to be doing something right.
The Avelar Machado Antiquarian Booksellers ad campaign was created by Lisbon-based ad agency DraftFCB. It features authors Mark Twain, Agatha Christie and James Joyce, all of whom have been bandaged in some barely noticeable way. The campaign was art directed by Ana Quina with creative direction by Duarte Pinheiro de Melo and Luis Silva Dias.
The Avelar Machado Antiquarian Booksellers ad campaign was created by Lisbon-based ad agency DraftFCB. It features authors Mark Twain, Agatha Christie and James Joyce, all of whom have been bandaged in some barely noticeable way. The campaign was art directed by Ana Quina with creative direction by Duarte Pinheiro de Melo and Luis Silva Dias.
Trend Themes
1. Used Books - Opportunities for innovative marketing campaigns that highlight the value and quality of used books.
2. Creative Advertising - The use of subtle visual cues and artistic concepts to capture attention and evoke curiosity in advertising campaigns.
3. Longevity in Business - Exploring the strategies and practices of long-standing businesses to identify factors contributing to their success and adaptability.
Industry Implications
1. Book Retail - Innovative approaches to promote and enhance the appeal of used books in the retail industry.
2. Advertising Agency - The incorporation of artistic creativity and storytelling techniques in advertisements to create memorable campaigns.
3. Business Consulting - Support and guidance for businesses aiming to establish a strong and enduring presence in their respective industries.
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