Hope worldwide India : Old is the new New

May 8th, 2010 by Bibhuti | Email This

“For many, your old book is as good as new.
Donate an old book today.”

Challenge

Inspire people to donate old books for ‘Slum Children Education Programme’.

Solution

Their idea was based on a simple thought that “An old book is new to people who haven’t read it”. To execute the idea, they gathered several old books and packaged them exactly like new ones. Wrapped in transparent plastic sheets, the books were placed among the new books in about 50 popular book shops in Delhi, India. On stumbling upon the old books every reader was greeted with an inspiring message that urged him to donate his old books. The response was delightful. Hundreds felt touched and registered. The idea acted as a trigger, readers who could see the difference, could make a difference.

Agency : Dentsu Marcom Pvt. Ltd, Gurgaon, India
Executive Creative Director: Nitin Suri
Associate Creative Director: Dalip Singh
Copywriter : Dalip Singh, Robin Thomas
Photographer: Anil Chawla, Hardesh Dhingra, Dalip Singh