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ADVERTISING CAMPAIGNS

Guinness World Records '3D'

Agency: Greenfield Media

Client: Guinness World Records

Reminding grannies everywhere what to buy their grandchildren, Guinness World Records have geared up for Christmas with its latest campaign for the perennial favourite.

Greenfield Media was charged with focusing on the book’s new 3D design features. In a national TV campaign, key record-breaking attempts are bought to life from the pages of the book.

A boy discovers the book under his bed and as it opens, images jump from the pages but at the sound of his mother turning the door handle, the images are sucked back into the book as the boy slams it shut.

When his mother opens the door, only a few tell-tale signs of the magic remain-with the boy’s hair standing on end and his 3D glasses in place, the tail of a dinosaur slips silently back into the pages.

Managing director of Greenfield Media Wyn Innes said, “The challenge for us was to bring to life the book’s new 3D benefits in a non-3D format. With the variety of computer games and toys aimed at children today, our campaign re-emphasises the joy of reading books as a source of learning and fun.”

What do you think of this campaign? Write your review below and could you win a bottle of Champaign in our ‘Review of the Month’ competition.

AJR
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