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Category
Spatial Design / Retail Design
Annual ID
ADC_SPL21_024M
About the Work
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.
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.
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.
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.
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.
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.
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.
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.
2021 Awards
Total Points: 3
Merit Honor
Credits
Agency
The Nine / Shanghai
Art Director
Jody Xiong
Chief Creative Officer
Jody Xiong
Designer
Jody Xiong
Digital Artist
Hu Mo
Producer
Siqi Zhu
Writer
Candy Chen
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