SUB CATEGORY :

AMBIENT: SMALL SCALE

ENTRANT COMPANY :

THE NINE SHANGHAI, SHANGHAI

TITLE :

GUESS WHICH BOOK IS IT？

BRAND :

YAN JI YOU BOOKSTORES

ADVERTISER :

YAN JI YOU BOOKSTORES

AGENCY :

THE NINE SHANGHAI, SHANGHAI

CHIEF CREATIVE OFFICER :

JODY XIONG

EXECUTIVE CREATIVE DIRECTOR :

JODY XIONG

ART DIRECTOR :

JODY XIONG

COPYWRITER :

CANDY CHEN

DESIGNER :

JODY XIONG

ILLUSTRATOR :

HU MO

ACCOUNT MANAGER :

SIQI ZHU

MEDIA PLANNING DIRECTOR :

THE NINE SHANGHAI

DIRECTOR :

JODY XIONG

EDITOR :

YAOPING CHANG

ENGLISH CONTEXT EXPLANATION :

YAN JI YOU IS A CHINA’S FAMOUS CHAIN BOOKSTORE BRAND. WE PICK 8 DIFFERENT TYPES OF BOOKS FROM BOOKSTORE BESTSELLERS, REAPPEAR THE CLASSICAL SCENE OF THE BOOKS THREE-DIMENSIONAL BY CREATING A SERIES OF SCULPTURES THAT HAVE A STRONG VISUAL IMPACT. THE SCULPTURE OF A BUG LYING ON THE BED, DESIGNED BASED ON FRANZ KAFKA’S “THE METAMORPHOSIS”; A SCARY WOLF CRAWL INTO THE CHIMNEY, BASED ON THE FAMOUS BRITISH FAIRY TALE “THREE LITTLE PIGS”; MAGICIAN HOUDINI'S ESCAPE ART, PREGNANT ROBOTS, ONE-LEGGED BRIDES, BEARDED WOMEN, ARE BASED ON SHUJI TERAYAMA’S FANTASY FICTION “FUSHIGI LIBRARY”, AND SO ON. CONSUMERS MAY GUESS BOOK TITLES BASING ON HINTS OF CERTAIN SCULPTURES, IN ORDER TO GET A DISCOUNT. THROUGH THIS SERIES OF INTERESTING BOOK GUESSING SCULPTURES, THE ‘UNIQUE READING PHILOSOPHY’ OF YAN JI YOU BOOKSTORES HAS BEEN ILLUSTRATED TO CONSUMERS.