Guess Which Book Is It?
Yan Ji You Bookstore
Challenge
Yan Ji You is China’s famous chain bookstore brand, the shop opened on 5th November in 2020 at Xiamen. They hope to hold a special event to communicate with consumers and attract more attention from consumers.
Yan Ji You is China’s famous chain bookstore brand, the shop opened on 5th November in 2020 at Xiamen. They hope to hold a special event to communicate with consumers and attract more attention from consumers.
Insight
The brand gene of Yan Ji You is ‘unique reading philosophy’, therefore we use unique forms of artistic expression, to make consumers re-understand the books from different perspectives.
The brand gene of Yan Ji You is ‘unique reading philosophy’, therefore we use unique forms of artistic expression, to make consumers re-understand the books from different perspectives.
Solution
We pick 8 different types of books from bookstore bestsellers, reappear the classical scene of the books three-dimensional by creating a series of sculptures that have a strong visual impact. The sculpture of a bug lying on the bed, designed based on Franz Kafka’s “The Metamorphosis”; A scary wolf crawl into the chimney, based on the famous British fairy tale “Three Little Pigs”; Magician Houdini's escape art, pregnant robots, one-legged brides, bearded women, are based on Shuji Terayama’s fantasy fiction “Fushigi Library”, and so on. Consumers may guess book titles basing on hints of certain sculptures, in order to get a discount. Through this series of interesting book guessing sculptures, the ‘unique reading philosophy’ of Yan Ji You Bookstores has been illustrated to
consumers.
We pick 8 different types of books from bookstore bestsellers, reappear the classical scene of the books three-dimensional by creating a series of sculptures that have a strong visual impact. The sculpture of a bug lying on the bed, designed based on Franz Kafka’s “The Metamorphosis”; A scary wolf crawl into the chimney, based on the famous British fairy tale “Three Little Pigs”; Magician Houdini's escape art, pregnant robots, one-legged brides, bearded women, are based on Shuji Terayama’s fantasy fiction “Fushigi Library”, and so on. Consumers may guess book titles basing on hints of certain sculptures, in order to get a discount. Through this series of interesting book guessing sculptures, the ‘unique reading philosophy’ of Yan Ji You Bookstores has been illustrated to
consumers.
Result
The project has attracted over 80 thousand consumers participated.
Over 6000 consumers shared their guessing results on social media.
Over 100 media reported this campaign on their own.
The project has attracted over 80 thousand consumers participated.
Over 6000 consumers shared their guessing results on social media.
Over 100 media reported this campaign on their own.
猜猜这是哪本书？
简报
言几又是中国的一家知名连锁书店，2020年在厦门万象城开业，他们希望在店内举办一场特别的活动，吸引更多消费者的关注。
洞察
言几又的品牌基因是‘独特的阅读理念’，因此我们使用独特的艺术表现手法，让消费者从不一样的角度来重新理解书籍。
执行
我们从书店畅销排行版上选出8本不同类型的书籍，包括儿童、理财、文学、科幻、心理、艺术设计、生活美学等，立体地再现了书中的经典场景，将它们制作成极具视觉张力的一系列橱窗设计。比如躺在床上的甲虫，来自的文学类卡夫卡的《变形记》；凶恶的大灰狼一头钻进烟囱，出自的英国著名童话《三只小猪》；魔术师胡迪尼的逃脱艺术、怀孕的机器人、独腿新娘、蓄须女人，科幻类的寺山修司《不思议图书馆》等。消费者可以根据雕塑中给出的提示来猜测书名，猜中者购买书籍可获得折扣。
结果
8万人参与“猜猜这是哪本书？”互动答题。
100个媒体主动报道此次传播战役。
8万人参与“猜猜这是哪本书？”互动答题。
100个媒体主动报道此次传播战役。
50万人体验了言几又店内橱窗雕塑设计。
奖项
100届纽约ADC一座铜方块一项佳作奖
2021法国戛纳国际创意节设计类提名奖
猜猜这是哪本书？中文案例视频连接：https://v.qq.com/x/page/i3256coag61.html
Window Display
Posters
Client: Yan Ji You Bookstore
Creative Company: The Nine Shanghai
Credits - Founder and Chief Creative Officer: Jody Xiong. Art Director: Jody Xiong. Copywriter: Candy Chen. Account Managers:Siqi Zhu. Artist: Jody Xiong. Designer: Jody Xiong, Hu Mo. Director: Jody Xiong. Editor: Yaoping, Chang.
