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 2011via adsoftheworld.com