Old is the New New
The message on the stickers read: For many, your old book is as good as new. Donate an old book today. Challenge: Inspire people to donate old books for 'Slum Children Education Programme'. Solution: Our idea was based on a simple thought that An old book is new to people who havent read it. To execute the idea, we gathered several old books and packaged them exactly like new ones. Wrapped in transparent plastic sheets, the books were placed among the new books in about 50 popular book shops in Delhi, India. On stumbling upon the old books every reader was greeted with an inspiring message that urged him to donate his old books. The response was delightful. Hundreds felt touched and registered. The idea acted as a trigger, readers who could see the difference, could make a difference.
Advertised brand: Slum Children Education Programme - HOPE Worldwide India Advert title(s): Old is the New New Advertising Agency (Name, City, Country): Dentsu Marcom Pvt Ltd, Gurgaon, India Creative Director: Nitin Suri Art Director: Dalip Singh Copywriter: Robin Thomas, Dalip Singh Photographer:Hardesh Dhingra, Anil Chawla, Dalip Singh Published/Released/Aired (Month, Year): 13.02.2010