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Do You Find Yourself Mindlessly Scrolling through Trump’s Tweets? This Romanian Campaign Has the Answer



‘Read Something Better’, urges a witty campaign from Friends\TBWA for Black Button Books, writes LBB’s Laura Swinton

Do You Find Yourself Mindlessly Scrolling through Trump’s Tweets? This Romanian Campaign Has the Answer

If you’re struggling to detach yourself from social media, this bright and witty campaign from Romanian agency Friends\TBWA may have found the perfect off switch. Or perhaps, off button. 

Their campaign for publisher Black Button Books takes aim at our mindless and passive consumption of social media and urges people to feed their brains with something a bit more stimulating and meaningful.

“Romania has one of the lowest reading rates per capita, so together with our client, Black Button Books, an indie publishing house, we decided to try to do something to encourage people to read more. And better,” explains the team at Friends\TBWA.

“The campaign is based on the insight that people don't realize how much they actually read online everyday, and they don't realize how much of it is worthless. However, when they see a book, they get discouraged by its length. So, by confronting them with this truth we hope to spark awareness and make them read something better, at least from time to time.”

The campaign combines a series of playful webfilms, that shows readers immersed in hefty tomes that are filled with the kind of banal drivel that makes up our social media feeds, with some colourful print executions. 


Advertised brand: Black Button Books

Advert titles: Hashtag Compendium, Tweets, Big Book of Faces

Media: Outdoor, Web Film

Advertising Agency: Friends\TBWA Bucharest

Simplification Officer: Sorin Tranca

Executive Creative Director: Eugen Suman

Client Service Director: Ioana Teodorescu

Head of Strategy: Alina Buzatu

Senior Art Director: Paul Nedelcu

Art Director: Theo Nistor

Copywriter: Teo Chiripuci

Illustrator: Fesus Barna

Jr. Strategic Planner: Adriana Vasile

Photographer: Almost Ready Productions

Production: Blind Cat Production / Avanpost

Director: Vlad Gliga

Producer: Mircea Cioban

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TBWA Worldwide, Fri, 11 May 2018 13:25:05 GMT