BOOKSWAP
OOH ADVERTISING
THE PROBLEM
Mid-February, walking out of the Vilnius Book Fair with arms full of brand new books. That is the least likely moment anyone considers second-hand reading, and exactly the moment Bookswap had to reach them.
Our solution
“You will not read it again.” One line, placed where people were leaving the fair with their purchases. The thought turned a moment of buying into a moment of second thoughts, and made the argument for swapping books rather than shelving them.
