The Economist has always been considered the mecca of quality long-format reading content. A stark contrast to the shorthand form of news the modern world now digests through tweets and news tickers. So it was key we find a way to get people to remember the joy of reading, and what better brand to do so than The Economist.

Numerous campaigns have tried doing just that. The Economist’s Joy of Reading stands out because we nostalgically make them relive it again.

The response was overwhelming. The bookstore event inspired hundreds of people to upload their own videos thanking the ones who introduced them to the joy of reading.

We also had:

• 30,000+ views of the bookstore event

• International celebrity tweets

• 600+ user generated ‘Thank You’ videos from the JoyOfReading.in

Giving the world a refreshing reminder to pick up a book and once again experience the joy of reading.