Client: Frankfurter Buchmesse
Year: 2024
The annual campaign of the fair set out to highlight the facets of reading – and it’s magic.
At the Frankfurter Buchmesse 2024, everything revolved around the idea of FBM24 is Read!ng. Our campaign set out to show the magic of reading, and how meaning can unfold on many levels: stretching from a supposedly simplicity of decoding letters, to discovering worlds or hidden messages.
We designed the campaign to speak to all audiences: industry professionals, exhibitors, and the general public. Its flexible mechanics worked across every channel: playful and engaging on social media, bold and clear in print, and unmissable in out-of-home formats. This way, the campaign mirrored the fair’s international spirit while connecting with each group in their own way.
Our headline mechanic captured the many facets of reading through layered meanings and playful ambiguity: Read!ng changes the world, Read!ng is a life-long love story, Read!ng is an expression of freedom. The closing line Read. Reflect. Relate. tied it all together. Both as a call-to-action and as a concise summary of the book fair experience itself.
From the fairgrounds to the city’s billboards
The campaign unfolded everywhere visitors turned. From impressive wall designs and large-scale floor plans to stage backdrops and animated screens that guided audiences through the programme.
Outside the halls, a bold poster series carried the idea into the city. And with printed matters and interactive touchpoints throughout the fair grounds, the campaign became a constant companion throughout the entire experience.
From Awareness to Conversion: but always TikTok first.
The campaign unfolded everywhere visitors turned. From impressive wall designs and large-scale floor plans to stage backdrops and animated screens that guided audiences through the programme.
Outside the halls, a bold poster series carried the idea into the city. And with printed matters and interactive touchpoints throughout the fair grounds, the campaign became a constant companion throughout the entire experience.