Over 4.5bn books are sold worldwide each year. There is an opportunity to tap into this strong reading market, expand Eye Mo’s market share and establish new relevance with today’s consumers.

Our insight is that it's hard to put a good book down. Once caught up in the story, one just wants to read on. When dry, tired eyes forces one to pause reading, it is highly frustrating: it breaks the plot and suspends (even dilutes) the reader’s emotional outtake. Hence, we’ve created a series of posters that freeze-framed several storybook plots in their most gripping sequences. We dramatized the exact moment a story hangs in motion, simply because the reader has to rest his tired eyes. All these heightened the role of Eye Mo, because a good story is always waiting.

The campaign ran in popular bookstores and specialty art stores. Eye Mo became recognised and acknowledged by readers as a much-needed complement to reading. This campaign also attracted attention and admiration for its use of detailed graphic art.