Are You Library People?
November 3, 2017
Whether you’re a bookworm or more of a browser, you probably have some memories involving your local library, even if it was from when you were a kid.
The idea was to get people to declare their love for the library, whether current or nostalgic.
“Yes, it’s bad grammar—nicely ironic given the client, but this is precisely where some of the magic is created,” says Brian Howlett, chief creative officer at Agency59 and co-copywriter on the campaign. “The rest is courtesy of the design; the multiplicity of typography and palette treatments of “I’m Library People” reflects the city’s diversity, and are, in essence, ‘portraits’ of ‘library people.’”
Agency59 targeted current and past library users and donors, focusing specifically on millennials, with posters and shareable online declarations of what makes you “library people,” such as “I believe my city needs a space for spirited debate.”
“The big, bold statements are intended to intrude upon news feeds and act as badges, creating a ‘loud, visual voice” within the social media environment,” Howlett says. “The ‘people’ graphics give a face and a sense of neighbourhood to the campaign—[making it] urban, on the street, real.”
The campaign was timed to celebrate Canadian Library Month in October but is still ongoing here.
Client: Toronto Public Library Foundation
Creative Director, Design: Deirdre Hughes
CCO/Copywriter: Brian Howlett
Copywriter: Nick Blagrave
Project Lead: Suzanne Porter
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