Bookmarket is an annual book fair and cultural event that takes place each year in a different part of Moscow. We were assigned to develop the advertising campaign & brand identity for the event.
In the 2011 it took place in Gorky Park otherwise known as the “Park of Culture” – a huge park that in recent times has been associated with former paratroopers who come to the park to celebrate the public holiday dedicated to them. And believe us – this celebration is anything but cultured.
This context helped us to come up with the idea that with the Bookmarket book fair, culture will be returned to the “Park of Culture”.
To deliver it we took real paratroopers and asked them to read Boris Pasternak’s beautiful poem. The resulting film and print material were used to promote the book fare online and in print media