I’m Not Into The Calgary Public Library Ad Campaign
So how do we make reading cool? Watercolors and bad script typefaces? YES!
Yes, shockingly I don’t like this new campaign by the Calgary Public Library. The message is good, “Everything you’re into.”, whatever you like you can find a book or movie or whatever about that topic at the library. That works. It’s just the execution and look of this campaign that’s absolutely terrible.
This ad should be targeting people who currently are not using the library, young people…it should be hip and cool, bold…maybe even clever or funny. It should attempt to draw a new audience to this aging institution, and draw more attention to the modern offerings of todays library (public internet access, free programs). It could maybe even leverage some popular young adult library content like Twilight. It should not appeal to your 75 year old great aunt with it’s soft watercolor tones and bad script typefaces. Those are the people who already use libraries (in between attending craft bazaars at their local community centres)!
There were some aspects of this campaign that were good, they did buy some ad space in supermarkets and shopping carts that ran with messaging that juxtaposed food items with literary offerings (Everything you’re into. From cream pie recipes to Curious George. From ham to Hamlet). That’s probably a pretty good way to grab a captive audience in the produce section. But still, something with a better look would be far more effective.
Misguided attempt at an ad campaign aside, I’m still a huge advocate of the library. $12 for a year of borrowing privileges is the best entertainment dollar you can spend in this town. So I won’t be shamefully turning in my library card just yet. But next time around I hope they better spend their $35,000 on a decent rebranding…hopefully something I could get into.
One Response to “I’m Not Into The Calgary Public Library Ad Campaign”
Jason Dorn - February 4, 2010
Is that an actual bus wrap they plan on using? I might just wait for the next one in that case…
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