The Reader - A new endangered species

Creative idea

60% of Romanians didn’t read a single book last year, making readers a truly endangered species. So Nemira Publishing House decided to protect them from extinction. We launched The Reader. An Endangered Species with a unique exhibition at the Romanian National Museum of Natural History, where real readers were displayed next to extinct animals. The exhibit became a national sensation, sparking headlines, TV coverage and massive social buzz. Readers were then invited to join a digital map, track other fellow readers so Nemira could build natural reserves to feed readers special book offers.

Brand name: Nemira
Advertiser / client: Nemira Pubishing House
Product / service: Publishing House
Campaign name: The Reader - A new endangered species
Agency network: SAATCHI & SAATCHI
Agency: Saatchi & Saatchi + The Geeks - Bucharest
Web address: https://nemira.ro/speciidecititori/
Chief creative officer: Bogdan Costin
Executive creative director: Laura Belc
Art director: Robert Șopârlache
Copywriter: Cristiana Petre
Account director (agency): Ioana Mușat - Managing Director The Geeks
Client account director: Simona Zglimbea
Managing director: Vlad Petre
Strategic planner / strategist: Laurentiu Semeniuc
Digital strategist: Georgiana Feriu
Additional company: Agency: Robert Botezan – Jr. Copywriter Radu Iordache - Jr. Copywriter Letiția Alexe – Jr. Art Director Tiberiu Nenciu – Art Director Paul Foltache - Sr. Web Developer Radu Glodeanu-Carata - Video Editor Bianca Morgociu - SM Executive Alexandra Brezoianu - Account Executive Client: Cătălina Nicolau – Director Executiv Anda Robescu - PR Manager Eli Bădică – Coordinator of the n’autor imprint Iulia Andrei - SM specialist Florian Ivănică – SM specialist