ADC Awards
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Category
Branded Content / Entertainment - Episodic / Web Series
Annual ID
ADC_ADV21_072M
About the Work
One of the main issues affecting literacy in the United States is the lack of access to books. When schools and libraries were forced to close due to COVID-19, access became even harder for the children of Chicago.
The Chicago Public Library has always been committed to providing equal access to the world’s ideas—so we weren’t going to let closed doors keep us from bringing books and children together.
But we had to get creative, and with the media’s attention focused on the pandemic we needed buzz to break through.
We called on some of Chicago’s most famous library-loving friends like Oprah and The Obamas to help us create breakthrough content—transforming the library’s Facebook page from a quiet place where events were announced into the place to go for digital story time, hearing celebrities read from their favorite books for thirty minutes every Monday through Friday.
While new stories are broadcast over Facebook Live every weekday morning at 10am, the videos remain live on the page so parents and kids can go back to watch and re-watch the stories they love being read by their favorite celebrities.
Not only did we provide access to books and story time for the kids who needed it most, but Live From the Library was the most successful campaign in the library’s history with 520 million people reached, 2.2 million hours of stories watched and $0 spent in celebrity fees. The library saw an 800% increase in Facebook followers YOY and digital check-outs were up 30%, proving that the power of reading goes beyond the four walls of the library.
The Chicago Public Library has always been committed to providing equal access to the world’s ideas—so we weren’t going to let closed doors keep us from bringing books and children together.
But we had to get creative, and with the media’s attention focused on the pandemic we needed buzz to break through.
We called on some of Chicago’s most famous library-loving friends like Oprah and The Obamas to help us create breakthrough content—transforming the library’s Facebook page from a quiet place where events were announced into the place to go for digital story time, hearing celebrities read from their favorite books for thirty minutes every Monday through Friday.
While new stories are broadcast over Facebook Live every weekday morning at 10am, the videos remain live on the page so parents and kids can go back to watch and re-watch the stories they love being read by their favorite celebrities.
Not only did we provide access to books and story time for the kids who needed it most, but Live From the Library was the most successful campaign in the library’s history with 520 million people reached, 2.2 million hours of stories watched and $0 spent in celebrity fees. The library saw an 800% increase in Facebook followers YOY and digital check-outs were up 30%, proving that the power of reading goes beyond the four walls of the library.
2021 Awards
Total Points: 3
Merit Honor
Credits
Agency
FCB / Chicago
Post Production Company
Lord + Thomas / Chicago
Art Director
McKenzie Moore
Chief Creative Officer
Andrés Ordóñez
Executive Creative Director
John Bleeden
Executive Producer
Celena Mossell
Group Creative Director
Amy Ditchman
Motion Designer
Mike Czerniuk
Director, Social Media
Kathleen Bokar
Senior Art Director
Sarah Hollis
Senior Copywriter
Jake Roland
Senior Producer
Carolina Velez
VP, Creative Director
Alison Hammer
VP, Group Strategy Director
Emily Jelsomeno
Account Executive
Mackinsey Caudle
Audio Engineer
Alec Chojnacki
Communications Manager
Shelly Yusko
EVP, Head of Production NA
Kerry Hill
Global Chief Communications Officer
Brandon Cooke
President
Kelly Graves
Technical Lead
John Skibicki
VP, Management Director
Bianca Marcus
Brooke Ward
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