Nbw2013 approach nid 171013

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

CAMPAIGN FOR NATIONAL BOOK WEEK 2O13

Jyothi Iyer & Anwesha DaolagupuStudents of 7th Semester Graphic DesignNational Institute of Design

Elective Two

Guide: Tarun Deep Girdher, Sr Faculty, Graphic Design

Client: National Book Trust, India

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

WHO(M)

WHEN

WHERE

WHY

UNDERSTANDING THE SUBJECT: NATIONAL BOOK WEEK 2O13

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

UNDERSTANDING THE SUBJECT: NATIONAL BOOK WEEK 2O13

• Ourtargetaudience,primarily,arechildrenandyoungadults

• Thecampaignwouldreachthemthroughparentsandteachers

WHO(M)

WHEN

WHERE

WHY

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

UNDERSTANDING THE SUBJECT: NATIONAL BOOK WEEK 2O13

WHO(M)

WHEN

WHERE

WHY

• TheNationalBookWeekiscelebratedfromthe14thtothe20thofNovember

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

UNDERSTANDING THE SUBJECT: NATIONAL BOOK WEEK 2O13

• EventswillbeheldinspecificcitiesalloverIndiaduringNBW

• NBWwillbecelebratedincollaborationwithschoolsandpublishersinthesecities

WHO(M)

WHEN

WHERE

WHY

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

UNDERSTANDING THE SUBJECT: NATIONAL BOOK WEEK 2O13

TheaimofNationalBookWeekistocreatealoveforreadingamongchildreninIndia.

WHO(M)

WHEN

WHERE

WHY

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

UNDERSTANDING THE CONTEXT

NATIONAL BOOK TRUST

TEACHERS

CHILDREN

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

UNDERSTANDING THE CONTEXT

NATIONAL BOOK TRUST

TEACHERS

CHILDREN

• VisittoNBTtounderstandtheworkingofNatonalBookWeek

• InteractedwithEditorial,ArtandProductiondepartments

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

UNDERSTANDING THE CONTEXT

NATIONAL BOOK TRUST

TEACHERS

CHILDREN

• Insightsintohowchildrenperceiveadvertising&readinghabits

• Thekindofvisualstheyareattractedtoandhowtheyrespondtocommunication

• Howtheloveofreadingcanbepromoted

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

UNDERSTANDING THE CONTEXT

NATIONAL BOOK TRUST

TEACHERS

CHILDREN• Studyofsomecampaignsforchildren• Childrentendtobeattractedtointeractiveandbrightvisuals

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

RE-BRIEF

• TopromotereadinginIndia

• Targetaudiencenarroweddowntochildrenandyoungadults

• Thecampaignshouldhaveagenericpan-Indiaappealandshouldbeadaptableintootherlanguages

• Integratedapproachusingbothconventionalandinnovativemedia

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

AUDIENCE

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

Basedontheunderstandingofthesubjectandthecontext,weconceptualisedandcameupwithseveralpossibleapproachesforthecampaignofNationalbookWeek,directedtothechildren.

Theseareoutlinedinthefollowingpages.

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

APPROACHES

EVENTS AT NBWAPPROACH ONE

• Communicatingthesignificanceofbooksandreading.

• Introducingreadingasaregularhobby.

• Ideasdealingwithamplifying‘thefunthatcomeswithreading books’andtheadventuresthatstoriesbringus.

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

APPROACHES

APPROACH TWOREAD BOOKS; AT NBW 2O13

• PromoteNationalBookWeekbypublicisingtheirbookreadingevents.

• Focusonthevariouseventswhicharetakingplaceandusethemasaplatformtoeventuallypromotetheloveforreading.

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

APPROACHES

APPROACH THREE

KICKSTART READING AT NBW

• Thisoneisamiddlegroundbetweenthefirsttwo.

• Communicatinghowimportantreadingisandatthesametimestatingthatitisnevertoolatetopickupareadinghabit.

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

STRATEGY

PRE-EVENT AWARENESS

DURING EVENT POST-EVENT

POSTERS

NEWSPAPErAdS

METrOPANElS

WEBPrESENCE

SOCIAlMEdIA

BANNErS

STANdEES

BOOKMArKS

BAdgES

CErTIFICATES

REPORTS

OTHErgIVE-AWAyS

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

CONCEPTS

Withtheprocessesabove,weareprovidingyouwithtwoalternateapproaches

Basedontheselectedapproaches,thevisualstylescanbeappliedtoallthedeliverables

Thetextualcontentusedisopentofurthermodificationbasedontheselectedconcept

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

CONCEPT ONE

FIND WHAT YOU SEEKFromVolcanoestoIcebergs;bookstellyoueverything.Theideaofthisapproachwastocapturetheexpanseofwherebookscantakeyou

Itusesbinariestoillustratedifferentsubjectsthatbookscoverandtheknowledgeonegainsisalmostlikechancinguponhiddentreasure...

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

Theseriescanbeextendedtomoreofthesebinaries—Fromtheskiestotheseas,

FromJawaharlalNehrutoAPJAbdulKalam,etc...

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

Theideaistohaveaseriesofthreesmallvisualsoneachpageofthenewspaper–say–onpage3,5and7,andonpage9theconcludingvisualwhichconnectsthestoryandannouncestheNationalBookWeek2013.

Theoverallcontentwillbelargelyvisualdirectingalltraffictothewebsite,whichshallprovidealldetailsofeventsandschedules.

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

POSTER LAYOUTaseriesofpostersadaptingthesamevisuallanguageanddirectingthetargettothewebsitewhichcontainsalldetailsabouttheevent.

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

POSTER LAYOUTanothervariationinthesameseries.

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

VISUAL STYLE

TactileArt

Papercutillustrations

Connectingbinaries

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

CONCEPT TWO

IMAGINE, DREAM & GROWThisapproachtalksofachild’simaginationwhich,fuelledbybooks,goesintothewildestadventures.

Adventuresinspace,orunderwater,orevensunnyskies,everystoryreadwillkick-startanewjourney...

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

Startingwith‘Imagineif...‘,thiscampaignurgeschildrentopickupabook,becausethat’swherethebeststoriesawait

Thenewspaperadshaveelementsthat‘fly’offthegrid,showingthatimaginationknowsnobounds...

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

POSTER LAYOUTaseriesofpostersadaptingthesamevisuallanguageanddirectingthetargettothewebsitewhichcontainsalldetailsabouttheevent.

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

POSTER LAYOUTanotherposterintheseries

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

VISUAL STYLE

Illustrated

Watercolourtextures

Thickdefiningoutlines

Mixmediaart

NatioNal iNstitute of DesigN. 17 october 2013. Nbt

THANK YOUJyothi Iyer & Anwesha DaolagupuStudents of 7th Semester Graphic DesignNational Institute of Design

17.10.2013