Classics of Russian literature in the images of sports coaches will convince young people to read books in the “Get Reading” project, which was initiated by Rospechat and the Union of Booksellers. On the posters, Pushkin, in a red tracksuit with the emblem of dueling pistols and with a whistle in his mouth, calls on young people: “Start with small texts, gradually increasing the load.” Chekhov, in a blue suit with a seagull emblem and a stopwatch in his hand, promises: “Three approaches of seven pages each day, and the result will be noticeable in a week.” Leo Tolstoy in a suit with the inscription War and Peace says: “Don’t give up, on the 500th page a second wind will open.” According to the authoritative international study PISA (Program for International Student Assessment), the ability to perceive, analyze and comprehend text among modern teenagers is not sufficiently developed. The Get Reading campaign is one attempt to address this problem. Its materials will be shown on federal television channels, jingles will be played on several radio stations, and posters will be placed throughout Moscow. “We found it interesting to present the classics of literature not as mossy goods, but to actualize them in an unusual role,” explained Yuri Pulya, head of the department of book publishing, printing and periodicals of Rospechat. The video, or rather a full-fledged music video with the participation of Pushkin, Gogol, Dostoevsky and their support groups, was recorded for the campaign by the young rapper Fike. Filming took place at the Torpedo stadium. According to the creative director of the project Denis Lapshinov, the clip is addressed primarily to young men, since they have more problems with reading than girls. That is why the phrase “Be a man” is heard in the recording.

Despite almost universal access to the Internet, paper books have not sunk into oblivion. It is quite possible to win and retain the attention of readers by arming yourself with billboards with creative advertising.

The Internet has deprived books of their monopoly on the transfer of knowledge. But publishers are not giving up either. Their weapon in the fight against electronic competitors is total creativity.

Russian classics as coaches
Judging by the number of “likes”, the advertising campaign from the agency SLAVA regulars social networks received it with a bang. The capital's copywriters proclaimed reading as fitness for the mind. That is, not only a serious and important, but also a prestigious hobby. Not a waste, but an investment of time. The “faces” of the project were recognized professionals in the field of literature. Dressed as school gym teachers Chekhov, Pushkin And Tolstoy They tell you how to achieve success when working with books that correspond to each of their “weight categories.”

An unforgettable night... with Martin Eden
The leader of the Russian book market, the Eksmo publishing house, struck from the other side. In the campaign “Read books - be a Personality!” took part Olga Shelest, Ilya Lagutenko, Artemy Troitsky And Ksenia Sobchak. Celebrities publicly confessed their love... for the characters classical literature. The trump card of the project was the piquant ambiguity of star revelations.

Digital Pushkin and others
Previously Guide "Eksmo" successfully carried out All-Russian competition “Reading is not harmful. It's harmful not to read". More than a thousand active readers applied to participate. The jury's choice fell on the photo of “curls”-send-off Alexander Sergeevich. Among graphic works The staircase made from books, leading the reader into a fantasy world, scored the maximum points.

Heavy artillery
Creatives from the store Bibliotheque created a deliberately aggressive image. On the company's posters, the books are literally intended for readers who are not ready for such a turn. Repulsive pictures are well remembered. Assortment Bibliotheque limited to specialized manuals on advertising and design. Therefore, a clear demonstration of the techniques in action is the best recommendation for a store.

Always with you
British publishing house Penguin Books addresses potential clients in a more reserved manner. The visuals are based on a play on words and literalization of the slogan "Not letting go" (Unputdownable).

Teleportation from public transport
In an advertisement from the Australian branch of the international agency McCann-Erickson, a book turns into a personal teleport. The instruction is the motto “ Read a book and go into another reality» ( Read a book on the bus and be miles away- verbatim: Read a book on the bus and go to distant places).

Read it yourself - share it with a friend
In an English corporation National Book Tokens You can buy books, take them home for an evening or two, or win the lottery. An advertisement for an unusual store talks about gift certificates. A separate series of promotional posters is dedicated to the organization’s “internal currency” – coupons. Used to pay for purchases. And also transfers to good hands - as the advertisement says “From one book lover to another” (From one booklover to another).

The fate of a (successful) person
Creators of advertising for a Uruguayan store Libreria Pocho relied on the practical benefits of books. “Appointed” the face of the campaign Roman Pope. The laconic collage shows his path “from Joseph Ratzinger (Joseph Ratzinger) to Benedict XVI(lat. Benedictus PP. XVI)". And three books that allegedly shaped his personality.

In someone else's guise
Advertising books from Mint-vinetu prepared by Lithuanian agency specialists Love Agency. The latter believe that the undoubted advantage of communicating with a “paper companion” is the opportunity to take a break from oneself... "Become someone else" (Become Someone Else).

From a fairy tale - to the trash heap
Charity members The So Acao Solidarity Movement found an effective solution to the problem of discarded paper books. And Brazilian creatives from Paz Comunicação Estrategica brought the idea to life. Call “Don’t throw away the book. Donate them" (Don't throw out your books. Donate them) sounds neutral on its own. But together with the illustrations it makes a gloomy impression. Books left on the street are shown as fairy-tale heroes very shabby looking.

Classics of Russian literature in the images of sports coaches will convince young people to read books in the “Get Reading” project, which was initiated by Rospechat and the Union of Booksellers.

On the posters, Pushkin, in a red tracksuit with the emblem of dueling pistols and with a whistle in his mouth, calls on young people: “Start with small texts, gradually increasing the load.” Chekhov, in a blue suit with a seagull emblem and a stopwatch in his hand, promises: “Three approaches of seven pages daily, and the result will be noticeable in a week.” Leo Tolstoy in a suit with the inscription War and Peace says: “Don’t give up, on the 500th page a second wind will open.”

According to the authoritative international study PISA (Program for International Student Assessment), the ability to perceive, analyze and comprehend text among modern teenagers is not sufficiently developed. The Get Reading campaign is one attempt to address this problem. Its materials will be shown on federal television channels, jingles will be played on several radio stations, and posters will be placed throughout Moscow.

“We found it interesting to present classics of literature not as mossy goods, but to actualize them in an unusual role,” explained Yuri Pulya, head of the department of book publishing, printing and periodicals of Rospechat.