Out-of-home advertising can also be out-of-the-box: Ex Libris and the agency brinkertlück have transformed various APG|SGA billboard spaces into bookshelves. The bookseller encouraged people to read via more than 60 billboards featuring built-in bookshelves, which were specially made and installed for the campaign. These contained a total of around 12,000 books, which passers-by were free to browse through and take home.
“It was a Herculean task to transform 61 billboard spaces into real bookshelves containing 12,000 free books. But we managed it thanks to our partners – publishers, metal fabricators, APG|SGA and the agency,” says Ex Libris director Daniel Röthlin.
To bring book lovers together, Ex Libris also created a reading paradise at Zurich’s main railway station. For three days, in the middle of the large station concourse, visitors could read, discover and take home books. Visitors also had the chance to have their photo taken inside a giant book cover, thereby immortalising their love of reading.