The Madrid Book Publisher Association Campaign Encourages Reading
Meghan Young — April 24, 2013 — Business
References: grey & ibelieveinadv
The Madrid Book Publisher Association ad campaign blends different fictional worlds in devastating ways to drive home an important message. With the increase in accessibility when it comes to television shows, video games and, of course, mobile games, books are dying by the dozen. With that comes the death of beloved characters including Don Quixote, Moby Dick and The Little Prince.
Conceived and executed by the Grey ad agency branch based in Spain, the Madrid Book Publisher Association ad campaign might paint a sad picture, but thanks to the strong artistry and pop culture references, people might listen and make a change. It was art directed by Fernando Riveros, Alejandro De Antonio and Jose Carlos Gomez with illustrations by Ricardo Salamanca.
Conceived and executed by the Grey ad agency branch based in Spain, the Madrid Book Publisher Association ad campaign might paint a sad picture, but thanks to the strong artistry and pop culture references, people might listen and make a change. It was art directed by Fernando Riveros, Alejandro De Antonio and Jose Carlos Gomez with illustrations by Ricardo Salamanca.
Trend Themes
1. Fictional World-blending Ads - Creating campaigns that blend different fictional worlds can be a disruptive innovation opportunity in advertising.
2. Increase in Accessibility to Entertainment - Addressing the increase in accessibility to television shows, video games, and mobile games in ad campaigns can capture people's attention and drive change.
3. Demise of Books and Beloved Characters - Recognizing the decline in book readership and leveraging the nostalgia of losing beloved characters can be a powerful way to promote reading and spark innovation in the publishing industry.
Industry Implications
1. Advertising - The advertising industry can adopt the trend of blending fictional worlds to create thought-provoking campaigns that resonate with audiences.
2. Entertainment - The entertainment industry, including television, video games, and mobile games, can collaborate with publishers to promote reading and bridge the gap between different forms of media.
3. Publishing - The publishing industry can seize the opportunity to reimagine storytelling by leveraging pop culture references and engaging visual techniques to revitalize interest in reading.
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