SPEC- Banner ads
Challenge: With the induction of a new CEO to Barnes and Noble came a nod to an earlier time when book stores provided an escape and a refuge from the world. The new design of the stores invites people to come and stay, drink coffee, and curl up with a book. The challenge is to conjure up a desire in the masses to put their phones down and come into the store to pick up a book.
Solution: There is a plethora of research out there to back up the negative physical and mental effects of too much screen time. The words from these two banner ads, inspired and tired, and refreshed and depressed, play on opposites to clearly demonstrate the benefits of putting our phones down and picking up a good book. In a world full of self awareness and diagnoses, especially in our youth, these ads will appeal to their desire for self care and healthy living.