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The Wall of Haikus

How do we get a generation addicted to short-form content into reading books?

We downsized books from the National Library’s collection, crunching down thousands of pages into minimalist 17-syllable Haiku bookmarks. 

Then we partnered MUJI, a brand well-known for their design philosophy of minimalism, to create giant, unmissable Wall of Haikus experiences in their stores all over Singapore. Designed to intrigue and leave readers wanting more, these Haiku bookmarks enticed Singaporeans to scan their QR codes, download the books from the National Library Board’s mobile app, and fall in love with literature again.

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Chief Creative Officer: Nicolas Courant
Creative Director: Elrid Carvalho
Associate Creative Director: Sonali Ranjit
Senior Art Director: Maggie Michella
Art Director: Faith Low
Copywriter: Jerome Toh, Toan Mai, Rachel Chew, Shanghao Chen
Editor: Nuno Boggiss

Agency: Ogilvy Singapore