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CAMPAIGN FOR NATIONAL BOOK WEEK 2O13 Jyothi Iyer & Anwesha Daolagupu Students of 7th Semester Graphic Design National Institute of Design Elective Two Guide: Tarun Deep Girdher, Sr Faculty, Graphic Design Client: National Book Trust, India

National Institute of Design. 17 October 2013. NBT


UNDERSTANDING THE SUBJECT: NATIONAL BOOK WEEK 2O13

WHO(M)

WHEN

WHERE

WHY

National Institute of Design. 17 October 2013. NBT


UNDERSTANDING THE SUBJECT: NATIONAL BOOK WEEK 2O13

WHO(M) • Our target audience, primarily, are children and young adults • The campaign would reach them through parents and teachers

WHEN

WHERE

WHY

National Institute of Design. 17 October 2013. NBT


UNDERSTANDING THE SUBJECT: NATIONAL BOOK WEEK 2O13

WHO(M)

WHEN • The National Book Week is celebrated from the 14th to the 20th of November

WHERE

WHY

National Institute of Design. 17 October 2013. NBT


UNDERSTANDING THE SUBJECT: NATIONAL BOOK WEEK 2O13

WHO(M)

WHEN

WHERE • Events will be held in specific cities all over India during NBW • NBW will be celebrated in collaboration with schools and publishers in these cities

WHY

National Institute of Design. 17 October 2013. NBT


UNDERSTANDING THE SUBJECT: NATIONAL BOOK WEEK 2O13

WHO(M)

WHEN

WHERE

WHY The aim of National Book Week is to create a love for reading among children in India.

National Institute of Design. 17 October 2013. NBT


UNDERSTANDING THE CONTEXT

NATIONAL BOOK TRUST

TEACHERS

CHILDREN

National Institute of Design. 17 October 2013. NBT


UNDERSTANDING THE CONTEXT

NATIONAL BOOK TRUST • Visit to NBT to understand the working of Natonal Book Week • Interacted with Editorial, Art and Production departments

TEACHERS

CHILDREN

National Institute of Design. 17 October 2013. NBT


UNDERSTANDING THE CONTEXT

NATIONAL BOOK TRUST

TEACHERS • Insights into how children perceive advertising & reading habits • The kind of visuals they are attracted to and how they respond to communication • How the love of reading can be promoted

CHILDREN

National Institute of Design. 17 October 2013. NBT


UNDERSTANDING THE CONTEXT

NATIONAL BOOK TRUST

TEACHERS

CHILDREN • Study of some campaigns for children • Children tend to be attracted to interactive and bright visuals

National Institute of Design. 17 October 2013. NBT


RE-BRIEF • To promote reading in India • Target audience narrowed down to children and young adults • The campaign should have a generic pan-India appeal and should be adaptable into other languages • Integrated approach using both conventional and innovative media

National Institute of Design. 17 October 2013. NBT


AUDIENCE

National Institute of Design. 17 October 2013. NBT


Based on the understanding of the subject and the context, we conceptualised and came up with several possible approaches for the campaign of National book Week, directed to the children. These are outlined in the following pages.

National Institute of Design. 17 October 2013. NBT


APPROACHES APPROACH ONE EVENTS AT NBW • Communicating the significance of books and reading. • Introducing reading as a regular hobby. • Ideas dealing with amplifying ‘the fun that comes with reading books’ and the adventures that stories bring us.

National Institute of Design. 17 October 2013. NBT


APPROACHES APPROACH TWO READ BOOKS; AT NBW 2O13 • Promote National Book Week by publicising their book reading events. • Focus on the various events which are taking place and use them as a platform to eventually promote the love for reading.

National Institute of Design. 17 October 2013. NBT


APPROACHES APPROACH THREE KICKSTART READING AT NBW • This one is a middle ground between the first two. • Communicating how important reading is and at the same time stating that it is never too late to pick up a reading habit.

National Institute of Design. 17 October 2013. NBT


STRATEGY PRE-EVENT AWARENESS

DURING EVENT

POST-EVENT

Banners

Certificates

POSTERS

Standees

REPORTS

Newspaper Ads

BOOKMARKS

Other give-aways

Metro Panels

Badges

WEB PRESENCE SOCIAL MEDIA

National Institute of Design. 17 October 2013. NBT


CONCEPTS With the processes above, we are providing you with two alternate approaches Based on the selected approaches, the visual styles can be applied to all the deliverables The textual content used is open to further modification based on the selected concept

National Institute of Design. 17 October 2013. NBT


CONCEPT ONE

FIND WHAT YOU SEEK From Volcanoes to Icebergs; books tell you everything. The idea of this approach was to capture the expanse of where books can take you It uses binaries to illustrate different subjects that books cover and the knowledge one gains is almost like chancing upon hidden treasure...

National Institute of Design. 17 October 2013. NBT


The series can be extended to more of these binaries— From the skies to the seas, From Jawaharlal Nehru to APJ Abdul Kalam, etc...

National Institute of Design. 17 October 2013. NBT


The idea is to have a series of three small visuals on each page of the newspaper – say – on page 3, 5 and 7, and on page 9 the concluding visual which connects the story and announces the National Book Week 2013. The overall content will be largely visual directing all traffic to the website, which shall provide all details of events and schedules.

National Institute of Design. 17 October 2013. NBT


POSTER LAYOUT a series of posters adapting the same visual language and directing the target to the website which contains all details about the event.

National Institute of Design. 17 October 2013. NBT


POSTER LAYOUT another variation in the same series.

National Institute of Design. 17 October 2013. NBT


VISUAL STYLE Tactile Art Papercut illustrations Connecting binaries

National Institute of Design. 17 October 2013. NBT


CONCEPT TWO

IMAGINE, DREAM & GROW This approach talks of a child’s imagination which, fuelled by books, goes in to the wildest adventures. Adventures in space, or underwater, or even sunny skies, every story read will kick-start a new journey...

National Institute of Design. 17 October 2013. NBT


Starting with ‘Imagine if...‘, this campaign urges children to pick up a book, because that’s where the best stories await The newspaper ads have elements that ‘fly’ off the grid, showing that imagination knows no bounds...

National Institute of Design. 17 October 2013. NBT


POSTER LAYOUT a series of posters adapting the same visual language and directing the target to the website which contains all details about the event.

National Institute of Design. 17 October 2013. NBT


POSTER LAYOUT another poster in the series

National Institute of Design. 17 October 2013. NBT


VISUAL STYLE Illustrated Watercolour textures Thick defining outlines Mix media art

National Institute of Design. 17 October 2013. NBT


THANK YOU Jyothi Iyer & Anwesha Daolagupu Students of 7th Semester Graphic Design National Institute of Design 17.10.2013 National Institute of Design. 17 October 2013. NBT

Nbw2013 approach nid 171013  

Campaign for National Book Week 2013.

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