The Nine Shanghai invites customers to experience the unique reading philosophy of Chinese bookstore chain Yan Ji You
Chinese bookstore brand, Yan Ji You, opened on the 4th November in 2020 at Xiamen. They held a special event in partnership with The Nine Shanghai to communicate with consumers and attract more attention to the store. Consumers were invited to guess book titles based on sculptures in order to receive discounted books.
The brand gene of Yan Ji You is ‘unique reading philosophy’, therefore The Nine Shanghai use unique forms of artistic expression, to make consumers re-understand the books from different perspectives.
The Nine Shanghai and Yan Ji You picked 8 different types of books from the bookstores bestsellers and turned classical scenes from the books into a three-dimensional series of sculptures.
Some of sculptures in the series included:
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.”
Customers may guess book titles based on these sculpture hints, 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.
The project has attracted over 10 thousand consumers participated. Over 100 media reported this campaign on their own.
Agency/Production: The Nine Shanghai
Director: Jody Xiong
Executive Creative Director/Art Director: Jody Xiong
Designer: Jody Xiong, Hu Mo
Copywriter: Candy Chen
Agency Producer: Siqi Zhu
Digital Designer: Hu Mo
Editor: Yaoping, Chang
Sculptor: Bingkai Yan