nbw2013 approach nid 171013

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CAMPAIGN FOR NATIONAL BOOK WEEK 2O13

Jyothi Iyer & Anwesha DaolagupuStudents of 7th Semester Graphic DesignNational Institute of Design

Elective Two

Guide: Tarun Deep Girdher, Sr Faculty, Graphic Design

Client: National Book Trust, India

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WHO(M)

WHEN

WHERE

WHY

UNDERSTANDING THE SUBJECT: NATIONAL BOOK WEEK 2O13

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

UNDERSTANDING THE SUBJECT: NATIONAL BOOK WEEK 2O13

• Ourtargetaudience,primarily,arechildrenandyoungadults

• Thecampaignwouldreachthemthroughparentsandteachers

WHO(M)

WHEN

WHERE

WHY

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UNDERSTANDING THE SUBJECT: NATIONAL BOOK WEEK 2O13

WHO(M)

WHEN

WHERE

WHY

• TheNationalBookWeekiscelebratedfromthe14thtothe20thofNovember

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UNDERSTANDING THE SUBJECT: NATIONAL BOOK WEEK 2O13

• EventswillbeheldinspecificcitiesalloverIndiaduringNBW

• NBWwillbecelebratedincollaborationwithschoolsandpublishersinthesecities

WHO(M)

WHEN

WHERE

WHY

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UNDERSTANDING THE SUBJECT: NATIONAL BOOK WEEK 2O13

TheaimofNationalBookWeekistocreatealoveforreadingamongchildreninIndia.

WHO(M)

WHEN

WHERE

WHY

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UNDERSTANDING THE CONTEXT

NATIONAL BOOK TRUST

TEACHERS

CHILDREN

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UNDERSTANDING THE CONTEXT

NATIONAL BOOK TRUST

TEACHERS

CHILDREN

• VisittoNBTtounderstandtheworkingofNatonalBookWeek

• InteractedwithEditorial,ArtandProductiondepartments

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UNDERSTANDING THE CONTEXT

NATIONAL BOOK TRUST

TEACHERS

CHILDREN

• Insightsintohowchildrenperceiveadvertising&readinghabits

• Thekindofvisualstheyareattractedtoandhowtheyrespondtocommunication

• Howtheloveofreadingcanbepromoted

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UNDERSTANDING THE CONTEXT

NATIONAL BOOK TRUST

TEACHERS

CHILDREN• Studyofsomecampaignsforchildren• Childrentendtobeattractedtointeractiveandbrightvisuals

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RE-BRIEF

• TopromotereadinginIndia

• Targetaudiencenarroweddowntochildrenandyoungadults

• Thecampaignshouldhaveagenericpan-Indiaappealandshouldbeadaptableintootherlanguages

• Integratedapproachusingbothconventionalandinnovativemedia

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AUDIENCE

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Basedontheunderstandingofthesubjectandthecontext,weconceptualisedandcameupwithseveralpossibleapproachesforthecampaignofNationalbookWeek,directedtothechildren.

Theseareoutlinedinthefollowingpages.

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APPROACHES

EVENTS AT NBWAPPROACH ONE

• Communicatingthesignificanceofbooksandreading.

• Introducingreadingasaregularhobby.

• Ideasdealingwithamplifying‘thefunthatcomeswithreading books’andtheadventuresthatstoriesbringus.

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APPROACHES

APPROACH TWOREAD BOOKS; AT NBW 2O13

• PromoteNationalBookWeekbypublicisingtheirbookreadingevents.

• Focusonthevariouseventswhicharetakingplaceandusethemasaplatformtoeventuallypromotetheloveforreading.

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APPROACHES

APPROACH THREE

KICKSTART READING AT NBW

• Thisoneisamiddlegroundbetweenthefirsttwo.

• Communicatinghowimportantreadingisandatthesametimestatingthatitisnevertoolatetopickupareadinghabit.

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STRATEGY

PRE-EVENT AWARENESS

DURING EVENT POST-EVENT

POSTERS

NEWSPAPErAdS

METrOPANElS

WEBPrESENCE

SOCIAlMEdIA

BANNErS

STANdEES

BOOKMArKS

BAdgES

CErTIFICATES

REPORTS

OTHErgIVE-AWAyS

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CONCEPTS

Withtheprocessesabove,weareprovidingyouwithtwoalternateapproaches

Basedontheselectedapproaches,thevisualstylescanbeappliedtoallthedeliverables

Thetextualcontentusedisopentofurthermodificationbasedontheselectedconcept

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CONCEPT ONE

FIND WHAT YOU SEEKFromVolcanoestoIcebergs;bookstellyoueverything.Theideaofthisapproachwastocapturetheexpanseofwherebookscantakeyou

Itusesbinariestoillustratedifferentsubjectsthatbookscoverandtheknowledgeonegainsisalmostlikechancinguponhiddentreasure...

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Theseriescanbeextendedtomoreofthesebinaries—Fromtheskiestotheseas,

FromJawaharlalNehrutoAPJAbdulKalam,etc...

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Theideaistohaveaseriesofthreesmallvisualsoneachpageofthenewspaper–say–onpage3,5and7,andonpage9theconcludingvisualwhichconnectsthestoryandannouncestheNationalBookWeek2013.

Theoverallcontentwillbelargelyvisualdirectingalltraffictothewebsite,whichshallprovidealldetailsofeventsandschedules.

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POSTER LAYOUTaseriesofpostersadaptingthesamevisuallanguageanddirectingthetargettothewebsitewhichcontainsalldetailsabouttheevent.

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POSTER LAYOUTanothervariationinthesameseries.

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VISUAL STYLE

TactileArt

Papercutillustrations

Connectingbinaries

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CONCEPT TWO

IMAGINE, DREAM & GROWThisapproachtalksofachild’simaginationwhich,fuelledbybooks,goesintothewildestadventures.

Adventuresinspace,orunderwater,orevensunnyskies,everystoryreadwillkick-startanewjourney...

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Startingwith‘Imagineif...‘,thiscampaignurgeschildrentopickupabook,becausethat’swherethebeststoriesawait

Thenewspaperadshaveelementsthat‘fly’offthegrid,showingthatimaginationknowsnobounds...

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POSTER LAYOUTaseriesofpostersadaptingthesamevisuallanguageanddirectingthetargettothewebsitewhichcontainsalldetailsabouttheevent.

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POSTER LAYOUTanotherposterintheseries

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VISUAL STYLE

Illustrated

Watercolourtextures

Thickdefiningoutlines

Mixmediaart

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THANK YOUJyothi Iyer & Anwesha DaolagupuStudents of 7th Semester Graphic DesignNational Institute of Design

17.10.2013