The Queen’s Reading Room

The Queen’s Reading Room is on a mission to spread the joy of books. For a new awareness campaign, they wanted to speak to any and every non-reader in the UK, and spark a new interest in books that could compete with digital media. They also had one very specific request: “be provocative – frighten us!”

20% of all adults in the UK don’t read for pleasure at all, and 47% would rather watch TV than read a book. Both the addictive nature and auditory/visual stimuli of digital media makes it difficult for books to compete. Where sticking on an episode feels like less effort for more stimulating content, a book appears to pale in comparison.

A dopamine hit, without the screen. Rich, surprising and sometimes squeamish visuals show the full spectrum of feeling that reading can offer. This is not stuffy, quiet, cerebral reading – this is full-fat, delight, disgust and everything in between. Arresting OOH sends shivers down commuter spines while social posts give more of a narrative taster. So go on, take a bite.

Art direction/Graphic design – Ruby Donachy
Copywriting – Lottie Marriner/Will Miles
Strategy - Fi Case
Agency – Spec work made with bandstand