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  • DWNLOAD THE LIBRARY. Non-Traditional Campaign.
  • A couple of years ago, as Creative Director at Traction, I developed a non-traditional campaign for the Kent District Library. The goal of this effort was to promote their new eBook checkout system.
    Hundreds of “downloaded” books were placed around the Grand Rapids area. Every page of the books were blank, except one random page. That page was spray-painted and ink-stamped with a message, telling passerbys to “DWNLOAD THE LIBRARY!”
    The effort also included mock library cards that were inserted in to books throughout most of Western Michigan’s book stores. We also tagged select locations with decals that displayed the campaign’s message.
    The fine folks of Western Michigan responded well to the idea, as traffic to the eBook checkout system blew up! The campaign also scored me (and the Traction crew) Best of Show at the local ADDY® Awards.
  • Step One: Cut a bitchin' stencil.
  • Step Two: Use bitchin’s stencil to spray paint a bunch of blank novels.
  • Visual evidence of Step Two.
  • A closer look at the visual evidence of Step Two.
  • Step Three: Add a "partially downloaded" cover of various popluar novels.
  • Step Four: Leave the books in public spaces around Grand Rapids, MI.
  • Repeat Step Four.
  • Step Five: Create homemade library cards and insert them into books in book stores in the Grand Rapids area.
  • Step Six: Create static cling decals and place them around Grand Rapids, MI.