NEWS: Waterstone’s press ads aim to uncover century’s best titles

BST-BDDP unveils its latest work for Waterstone’s this weekend - a drive to support the book chain’s search to find the 100 greatest books of the century.

BST-BDDP unveils its latest work for Waterstone’s this weekend - a drive

to support the book chain’s search to find the 100 greatest books of the

century.



The ads, a series of four full-page press ads written by BST’s creative

director, Tom Hudson, and art directed by Gary Denham, are intended to

convey the stature of the event by drawing parallels between world

events and great literary achievements over the past hundred years.



The campaign breaks on 7 September in the Guardian Weekend, Independent

magazine, Sunday Times books section, Observer Life and the Sunday

Telegraph Review.



The survey will reveal the preferences of readers, rather than critics,

so children’s books, cookery books - even the Highway Code - can be

nominated. Channel 4’s Book Choice is broadcasting 15 programmes in

which authors and celebrities talk about their favourite books. The

sponsorship deal was put together by PHD Big Time.



One execution shows a 1974 front page from the Daily Mirror on the day

of Richard Nixon’s resignation. The copy reminds readers of the

prominent writers of the decade, including Hunter S. Thompson and Erica

Jong.



Hudson said: ‘This is the first substantial piece of work we’ve done for

Waterstone’s. The promotion is a fabulous idea - people will vie to put

the most obscure titles in.’



The campaign invites people to vote for five books. If they write a 50-

word review of one book, customers can also win a set of the chosen

titles.



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