Turning over an old page afresh: marketing book recycling

January 16, 2008

Recycle campaign

Commercial advertising can produce some really eye-catching logos. This one, called “Recycle”, belongs to the ANA Book Store, Singapore, and has won a couple of prizes.

Although this isn’t one of the official standards-orientated images I’ve been looking at, I think this commercial image deserves an honourable mention for clarity of purpose and design elegance.

A friend sent me a cut-down version of the image, but without any details. A little searching turns up the details (see bottom) on Ads of the World.com. But no info on when the ad was created or much else.

The ad was featured on various blogs from November 2006, but they don’t do anything more than repeat the image or the details from Ads of the World. So reading the small print on the ad and a few little searches later…

It gained a Certificate for both print and poster design at the Asian Advertising Awards 2006 in Bali, 27 Sept 2005. (Amazing how early 2006 started!) The ad also won a Bronze at the Singapore Creative Circle Awards 2005.

The ANA Book Store (or ANA Second-hand Bookstore) is in the Far East Plaza, 14 Scotts Road, Singapore. According to Wcities, it’s…

One of three rental book stores in a mall frequented by trendy teens, this tiny, unobtrusive store rents and sells a selection of books, magazines, comics and academic titles. The shelving is not very systematic, so you might have to spend a little time looking through the shelves. On a brighter note, you will find lots of older titles–since the store deals strictly with used books. If you are fortunate enough, you may come across a rare, out-of-print title.

This sounds just like a truly “traditional” second-hand bookstore, which makes its advertising all the more remarkable.

Ad details: from Ads of the World.com
Agency: Leo Burnett, Singapore
Creative Director: Steve Straw
Art director: Allen Ng
Copywriter: Cheelip
Illustrator: Felix Wang
Photographer: Jeremy (Calibre) [his full name appears to be Jeremy Wong, looking elsewhere]

Book Exchange Something I haven’t worked out: which came first – the one above or this one? It’s “Book Exchange” by Tom Zukoski, from his portfolio on Zukoslavia, and although the text in the image is hard to read, it appears to be for (a business) “The Book Exchange” in Minneapolis. The books are different, so it’s not simply a recoloring job, either way.

This entry is part of the Infomancy Eco-Symbols Series.

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