Paper Plus May 2016
Say it with a book
The Insight: An inscription turns a book into a sentimental and thoughtful present. And the sappy truth is, it lets us say things that might be hard to say otherwise, as it's a universal truth that it's easier to express ourselves through the written word rather than verbally.
The idea: A simple social experiment where we asked one of the toughest audiences (teenage boys) how they let mum know she's special at Mother's Day. We then compared just how easy it was to truly express their love for mum through an inscription in the book of their choice.
Creative team: Myself (Art Director / Creative), Mitchell Crowe (Copywriter / Creative), Tony Clewett (ECD)