This campaign gives life to the invisible magic that happens inside our imaginations when we read – inspiring readers to read more and get more out of what they read. The campaign is aimed at celebrating the place of books at the foundation of culture.

The social and out of home assets pair simple photography of a reader behind their book with their illustrated thoughts jumping off the page. To bring the magic of reading to life, these assets feature the inner monologue of different readers responding to the books they are reading. 

Over 20 different illustrators were briefed to give variety and distinction to the social and OOH assets. Each illustrator was briefed knowing just the book genre and their specific word or illustration to bring to life, leading to a rich combination of styles which mirrors the multifaceted and idiosyncratic nature of reading.