Barnes and Noble Café

Prompted to create a type-dominant campaign, I chose everyone’s favorite bookstore to target young adult readers to spend more time reading and browsing in-store. My goal was to transform this international chain into your friendly local bookstore.

For the final campaign, I challenged myself to copywrite three extended headlines based on my favorite YA fantasy novels while implementing food and beverages from the café menu. Keeping the same tone from my process work, I wanted my audience to feel that they were being dropped in the middle of the story with a comedic twist at the end. Lastly, I changed the art direction to mimic the experience of a consumer looking down at their new book with a tasty treat. The final campaign features three out-of-home print ads.