Childhood literacy is a huge problem in Australia. As a way to counteract this, and drive incremental paper sales, NewsCorp Australia introduced The Marvellous Roald Dahl Library. Each day for two weeks you could purchase one of Roald Dahl’s classic children’s books for only $2.60 with your paper.
Our campaign focused on Dahl’s delightfully kooky wordplay. It’s distinct flavour immediately places people in his world, reminding parents of the great stories that they themselves may have read as children, encouraging them to share this joy with their own kids. This combined with bright colours and the unmistakably illustrations of Quintin Blake created a fun and eye-catching campaign.
The Squifflingly Good Reading campaign ran nationally across tv, press, pos, digital and social media.
CREATIVE TEAM Emma Frizzell + Jonny Browne
ECD Matt Gilmour
AGENCY Archibald/Williams
PRODUCTION Cutting Edge
DIRECTOR Gemma Lee
CLIENT News Corp Australia
