Half Price Books offers incredible deals on classics and contemporary stories, and yet they might get overlooked because of their cheap prices and used books. This project asked us to address the common perception that if something is used or discounted, it must be of lesser value, when in actuality, Half Price Books simply has great deals on greater books. We wanted to celebrate the value that is added to a book that is worn-in and used, and playfully address that idea and make that connection.
The creative process was collaborative and continual as we sought the best way to make that connection. After exploring a variety of copy and visual solutions, we connected and executed the Get The Fully Story campaign. There is nothing quite like a worn-in book. Finding notes along the margins or flipping to a page with a dog-ear is part of the experience of reading a used book, but with deals this good, there must be catch. This campaign works to let people know that they can get the full story for half the price at any Half Price Books store.
This campaign received the Best Integrated Campaign Award from a panel of over 50 creative professionals judging SMU Portfolio Night during Fall 2021.