Devina Joshi

Rediffusion’s DM innovation makes it to the 'D&AD Annual'

Rediffusion DY&R had conducted an innovative DM exercise for client Midland Book Shop and it has got the agency two nominations, one of which is a Silver one

Rediffusion DY&R’s direct marketing campaign for the Midland Book Shop will be featured in D&AD’s prestigious collection of creative ads, called ‘D&AD Annual’.

The DM campaign, created by Rediff’s associate creative director, Hemant Anant Jain, revolves around the concept of three miniature books. “These three books contain stories of people who benefited after chancing upon inspiring books and how the books changed the course of their lives,” says Jain.

For instance, one of the mini books contains the story of Peter Jackson, who, after reading ‘The Lord of The Rings’, was inspired to make a movie that went on to become one of the biggest hits in Hollywood history.

The mini books, each of eight pages, were planted at places such as coffee shops and restaurants and even distributed at the bookstore outlets. The books are full of illustrations and pictures that support the layout.

“The idea was to encourage people to read and transform their own lives with books,” says KS Chakravarthy, or Chax, Rediff’s national creative director. “For a creative person, D&AD is the ultimate award to win. This is indeed a feat for us.”

The British D&AD is one of the most prestigious creative awards in the advertising and design industry. D&AD Global Awards received over 24000 pieces of work this year from 61 countries and had 309 judges from around the world, including: Prasoon Joshi of McCann-Erickson India, Agnello Dias of JWT Mumbai and Elsie Nanji of Ambience Publicis Advertising.

© 2006 agencyfaqs!

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