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Nobody Knows Books Like We Do

Nobody Knows Books Like We Do

Michael Carnevale

Michael Carnevale

January 2, 2019

Discover how B&N is inspiring the imaginations of many.

"It’s hard to go to B&N and not find things that tickle your imagination, which makes it a really fun brand to work on."

Creative Directors Nick Elliott and Joseph Delhommer of Havas New York pick their favorite spots in the refreshingly charming campaign from Barnes & Noble and explain the creative inspiration behind them.

 

What’s the main idea of this campaign?

In a click-to-buy holiday retail environment, we set out to reaffirm that there’s no substituting the curation, expertise, and sheer old-fashioned wonder that you’ll find when wandering the aisles at Barnes & Noble. The campaign has many extensions, but ultimately the TV work falls into two categories—emotive 30-second films and comedic 15-second shorts that hero the booksellers.

There definitely seems to be a connective tissue of discovery and imagination in all these spots. Would you agree?

Totally. It’s hard to go to B&N and not find things that tickle your imagination, which makes it a really fun brand to work on.

The stories each have their own narrative. How’d you come up with the ideas?

To give someone an awesome gift, you really have to get what that someone is into. So whether it’s food, or thrillers, or Harry Potter, or strategy games, each story is a meditation on something people fan out on.

Who is B&N talking to with these ad spots?

Anyone who isn’t sure what to get everyone on their list. Enter the Barnes & Noble bookseller—a real person who nerds out on all the same things as the people you’re shopping for. And unlike a faceless algorithm, they’re uniquely qualified to help you find the right gift.

Which is your favorite?

Probably a tie between both Harry Potter–themed spots, “Spells” and “Wizarding World.” The little Potter boy is adorable. (J.K. Rowling agrees!)

"It felt right to try and capture some of that nostalgia."

What does an in-store experience provide the customer that an online experience doesn’t?

It’s just a different mindset. Browsing through a well-curated bookstore, you’re more likely to stumble across things that make you think, or laugh, or want to take up a new hobby. Whereas browsing for flat-screen TVs online, you’re likely to stumble across, well, more flat-screen TVs.

Why is this the right time for B&N to launch this campaign?

Despite the fact that they haven’t advertised in years, most people have fond memories of this brand. So it felt right to try and capture some of that nostalgia. Beyond that, they’ve steadily been strengthening inventory in ways people aren’t necessarily conscious of—for instance, Barnes & Noble now has a crazy deep selection of toys and games. And with Toys “R” Us out of the holiday picture, what better time for B&N to be top of mind?

"It’s hard to go to B&N and not find things that tickle your imagination, which makes it a really fun brand to work on."

Creative Directors Nick Elliott and Joseph Delhommer of Havas New York pick their favorite spots in the refreshingly charming campaign from Barnes & Noble and explain the creative inspiration behind them.

 

What’s the main idea of this campaign?

In a click-to-buy holiday retail environment, we set out to reaffirm that there’s no substituting the curation, expertise, and sheer old-fashioned wonder that you’ll find when wandering the aisles at Barnes & Noble. The campaign has many extensions, but ultimately the TV work falls into two categories—emotive 30-second films and comedic 15-second shorts that hero the booksellers.

There definitely seems to be a connective tissue of discovery and imagination in all these spots. Would you agree?

Totally. It’s hard to go to B&N and not find things that tickle your imagination, which makes it a really fun brand to work on.

The stories each have their own narrative. How’d you come up with the ideas?

To give someone an awesome gift, you really have to get what that someone is into. So whether it’s food, or thrillers, or Harry Potter, or strategy games, each story is a meditation on something people fan out on.

Who is B&N talking to with these ad spots?

Anyone who isn’t sure what to get everyone on their list. Enter the Barnes & Noble bookseller—a real person who nerds out on all the same things as the people you’re shopping for. And unlike a faceless algorithm, they’re uniquely qualified to help you find the right gift.

Which is your favorite?

Probably a tie between both Harry Potter–themed spots, “Spells” and “Wizarding World.” The little Potter boy is adorable. (J.K. Rowling agrees!)

"It felt right to try and capture some of that nostalgia."

What does an in-store experience provide the customer that an online experience doesn’t?

It’s just a different mindset. Browsing through a well-curated bookstore, you’re more likely to stumble across things that make you think, or laugh, or want to take up a new hobby. Whereas browsing for flat-screen TVs online, you’re likely to stumble across, well, more flat-screen TVs.

Why is this the right time for B&N to launch this campaign?

Despite the fact that they haven’t advertised in years, most people have fond memories of this brand. So it felt right to try and capture some of that nostalgia. Beyond that, they’ve steadily been strengthening inventory in ways people aren’t necessarily conscious of—for instance, Barnes & Noble now has a crazy deep selection of toys and games. And with Toys “R” Us out of the holiday picture, what better time for B&N to be top of mind?

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