15: DESIGN (INSTALLATIONS OR DISPLAYS)

Guess Which Book Is It? - Yan Ji You Bookstore - Yan Ji You Bookstore JPG
Guess Which Book Is It? - Yan Ji You Bookstore - Yan Ji You Bookstore JPG
Guess Which Book Is It? - Yan Ji You Bookstore - Yan Ji You Bookstore JPG
Guess Which Book Is It? - Yan Ji You Bookstore - Yan Ji You Bookstore JPG
Guess Which Book Is It? - Yan Ji You Bookstore - Yan Ji You Bookstore JPG
Guess Which Book Is It? - Yan Ji You Bookstore - Yan Ji You Bookstore JPG
Guess Which Book Is It? - Yan Ji You Bookstore - Yan Ji You Bookstore MOV 2m:15s

Guess Which Book Is It? - Yan Ji You Bookstore
Yan Ji You Bookstore

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Guess Which Book Is It? - Yan Ji You Bookstore - Yan Ji You Bookstore

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Title of Entry: Guess Which Book Is It?
Brand: Yan Ji You Bookstore
Product/Service: Yan Ji You Bookstore
Client: Yan Ji You Bookstore
Entrant Company: The Nine Shanghai
Creative Team: Founder and Chief Creative Officer: Jody Xiong. Art Director: Jody Xiong. Copywriter: Candy Chen. Account Managers:Siqi Zhu. Artist: Jody Xiong. Designer: Jody Xiong, Hu Mo. Director: Jody Xiong. Editor: Yaoping, Chang.
Sector: N/A
Notes: Challenge
Yan Ji You is China’s famous chain bookstore brand, the shop opened on 5th September in 2020 at Xiamen. They hope to hold a special event to communicate with consumers and attract more attention from consumers.

Insight
The brand gene of Yan Ji You is ‘unique reading philosophy’, therefore we use unique forms of artistic expression, to make consumers re-understand the books from different perspectives.

Solution
We pick 8 different types of books from bookstore bestsellers, reappear the classical scene of the books three-dimensional by creating a series of sculptures that have a strong visual impact. The sculpture of a bug lying on the bed, designed based on Franz Kafka’s “The Metamorphosis”; A scary wolf crawl into the chimney, based on the famous British fairy tale “Three Little Pigs”; Magician Houdini's escape art, pregnant robots, one-legged brides, bearded women, are based on Shuji Terayama’s fantasy fiction “Fushigi Library”, and so on. Consumers may guess book titles basing on hints of certain sculptures, in order to get a discount. Through this series of interesting book guessing sculptures, the ‘unique reading philosophy’ of Yan Ji You Bookstores has been illustrated to
consumers.

Result
The project has attracted over 10 thousand consumers participated.
Over 8000 consumers shared their guessing results on social media.
Over 100 media reported this campaign on their own.