100 000 Books Chain of bookstores: Books-Fresheners

Till 1990’s Russia was the most reading country in the world. Now people read less. Chain of bookstores “100 000 books” decided to remind people about the necessity of reading. One of the places where all people still read is toilet. When there’s no book there, people read anything that is at hand and mostly air fresheners. We created fresheners with fragments of world best-sellers printed on them. Books-fresheners appeared in WC in malls, business centers, offices, restaurants and household stores. Books-fresheners gained popularity. Next month after promotion the attendance of “100 000 books” grew by 23%. Now they are going to sell the fresheners in the chain’s outlets.

Advertising Agency: Voskhod, Yekaterinburg, Russia
Creative Director: Andrey Gubaydullin
Art Director: Vladislav Derevyannykh
Copywriters: Aleksey Nikiforov, Evgeny Primachenko, Aleksandr Parkhomenko
Designer: Dmitry Maslakov
Published: March 2011

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14 comments

bobble's picture
bobble
24 pencils

oooooh you got them all with their pents down XD great idia!

Pincuid's picture
Pincuid
163 pencils

I was actually hoping that somebody would finally exploit that unnatural need to read while on the toilet :) Really like it

Kotovski's picture
Kotovski
59 pencils
Prof's picture
Prof
1453 pencils

pretty kewl

Quite really.

LM's picture
LM
35 pencils

FRESH!

BART1234's picture
BART1234
58 pencils

Toilet-fresh, you mean? I agree:)

Boxey's picture
Boxey
8885 pencils

Smart.

AKesseli's picture
AKesseli
210 pencils

Absolutely genious.

Glut's picture
Glut
3947 pencils

clever, funny

Blike's picture
Blike
28 pencils

Bravo!

freakart's picture
freakart
534 pencils

yes, this is awesome!!! well done, and congrats for the client in income, it's good to see that some ideas are not thrown away.

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ace85le's picture
ace85le
3941 pencils

now this is a proper idea with proper research, proper execution and proper results.

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Kotovski's picture
Kotovski
59 pencils

This is Bronze lion in Media!!!! Congratulation!

Shridevi's picture
Shridevi
184 pencils

What an idea! :D

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