Cannes Lions
PROXIMITY#TTP, Johannesburg / SANDTON LIBRARY / 2007
Overview
Entries
Credits
Execution
We created a false book which, from the outside, looked just like a normal copy of Oliver Twist. However, the first paragraph of the book was all that was printed inside - the rest of the pages were blank.
A bookmark inside read: ‘Millions of South Africans are missing out on so much. If you purchase this notebook you can help us change that.’Books, which could be used as notebooks, were stacked in the library and sold for R50. This money went to supporting the literacy project.
Outcome
People were very intrigued by the idea and we sold 276 books of a 300 print run.
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