ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
Playbrary
Agency LePub APAC / Singapore + LePub / Milan + National Reading Movement, National Library Board / Singapore + MSL APAC / Singapore
Category
Gaming for Good
Annual ID
OA24_GA002S
"Playbrary" is an innovative campaign by the National Library Board (NLB) that combines gaming and education to boost literacy and engagement in a fun, interactive way. Aligned with national efforts to promote reading among Singaporeans, it tackles the decline in reading interest due to alternative entertainment formats by tapping into the appeal of gaming and litreature by making knowledge come alive, spark imagination and create possibilities.
With the rise of advanced technologies like AI, the competition for people’s attention has intensified, causing a significant drop in traditional reading. "Playbrary" leverages the popularity of interactive digital experiences to breathe new life into reading, particularly among younger audiences who are more drawn to dynamic, gamified content.
At the heart of "Playbrary" is the use of modern Large Language Models (LLMs) such as ChatGPT, which are trained on vast literary datasets. These AI tools transform traditional, linear narratives into dynamic, branching storylines, akin to a choose-your-own-adventure game. Players embark on missions shaped by key plot points and character arcs, making decisions that influence the story’s outcome. This gamified approach offers multiple endings and scenarios that align with the original narratives, enhancing player engagement by allowing them to drive the story. This design strategy deepens players' emotional connection with characters and increases their immersion in the literary world through active participation.
The "Playbrary" campaign achieved impressive outcomes without media spend. Since April 2024, it has attracted 30,000 organic visitors to playbrary.ai, with an average engagement of 12 minutes per book. The campaign also generated over 60 million PR impressions, demonstrating its effectiveness in capturing media attention and social media traction.
"Playbrary" showcases the power of gamification in making reading an engaging, interactive experience. By merging AI, gaming, and literature, it successfully revives interest in reading, especially among younger audiences, and sets a new standard for how stories can be experienced in the digital age.
With the rise of advanced technologies like AI, the competition for people’s attention has intensified, causing a significant drop in traditional reading. "Playbrary" leverages the popularity of interactive digital experiences to breathe new life into reading, particularly among younger audiences who are more drawn to dynamic, gamified content.
At the heart of "Playbrary" is the use of modern Large Language Models (LLMs) such as ChatGPT, which are trained on vast literary datasets. These AI tools transform traditional, linear narratives into dynamic, branching storylines, akin to a choose-your-own-adventure game. Players embark on missions shaped by key plot points and character arcs, making decisions that influence the story’s outcome. This gamified approach offers multiple endings and scenarios that align with the original narratives, enhancing player engagement by allowing them to drive the story. This design strategy deepens players' emotional connection with characters and increases their immersion in the literary world through active participation.
The "Playbrary" campaign achieved impressive outcomes without media spend. Since April 2024, it has attracted 30,000 organic visitors to playbrary.ai, with an average engagement of 12 minutes per book. The campaign also generated over 60 million PR impressions, demonstrating its effectiveness in capturing media attention and social media traction.
"Playbrary" showcases the power of gamification in making reading an engaging, interactive experience. By merging AI, gaming, and literature, it successfully revives interest in reading, especially among younger audiences, and sets a new standard for how stories can be experienced in the digital age.
2024 Awards
Total Points: 14
Silver Award
Credits
Agency
Le Pub APAC / Singapore
LePub / Milan
PR / Marketing Agency
MSL APAC / Singapore
Client / Brand
National Reading Movement, National Library Board / Singapore
Associate Creative Director
Mark Peeters
Robert Nelk
Rudy Zulkifly
Yuste De Lucas
Chief Creative Officer
Mihnea Gheorghiu
Creative Director
Sergey Mast
Design Director
Oscar Gutierrez
Executive Creative Director
Cyril Louis
Andrey Tyukavkin
Global Chief Creative Officer
Cristiana Boccassini
Account Director
Vanessa Liu
Account Manager
Xin Ying Chua
Chief Executive Officer (CEO)
Bruno Bertelli
General Manager
Hanh Kanssen
Head of Creative Technology
Laurent Thevenet
Manager
Jennifer Tan
Programme Director
Chris Koh
Senior Manager/Senior Librarian
Ilyani Suhaimi
Senior Project Manager
Farhan Wahab
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