MISSION:
Increase New York Public Libraries' visitors and memberships.
UNLOCKED INSIGHT:
Between the traffic, tourists, and your own neighbors, it’s tough to catch a break and relax. New Yorkers desperately need a quiet space where they can regain their focus, and take a break from their hectic lives.
GAME PLAN:
Position the New York Public Library as a sanctuary and zen location where New Yorkers can escape the stressful situations they live with. While they can come to read books, that does not have to be the only reason they come to the library.
Print Ads
We created print ads where we show New Yorkers the annoying sounds of the city that one can escape when they go inside a library, juxtaposing the outside vs. the inside of a public library. We chose phrases that New Yorkers rather avoid and created a contrast with the serenity of the images.
BONUS ROUND:
We will partner NYPL with companies dedicated to relieving stress and improving mindfulness.
NYPL + Spotify
A.S.M.R. playlist/podcast between the NYPL and guided meditation apps. A.S.M.R. videos and playlists have become a popular way of relaxing. Autonomous Sensory Meridian Response, or A.S.M.R., is a physical tingling sensation that begins on your scalp and moves down through the spine to the limbs.
NYPL + Colorfy
A collaboration between NYPL and Colorfy; a meditative adult coloring app, to create New York/Literature-inspired digital coloring books. Coloring books have been recommended as a form of relaxation and avoiding stress.
Colorfy also has the capability to turn images into Augmented Reality (A.R.) so that they may be viewed on walls and furniture. A.R. would be used to decorate the library as a place of zen, allowing users to surround themselves with the calming visuals they create. By surrounding themselves with unique, calming visuals, library-goers will be able to find their zen.
CREDITS:
Art Direction - Kenneth Medina
Copywriting - Shane Tepper
