The Underground Library
Miami Ad School Student Project: A Simple Solution to help New York’s Empty Libraries
(The creators of this idea are students who have no affiliation with the New York Public Library or any public library. This is purely speculative work that was developed as part of a class assignment.)
Now that the internet is available almost anywhere, people are able to do “instant research” to learn about anything on their smartphones. The New York Public Library wants to remind New Yorkers that they are still a valuable resource, and a free service.
NYPL wants to take your usual subway ads and make them into something fun and entertaining. They want to give New Yorkers something productive to do on the subway instead of their everyday people watching.
New Yorkers will be given a free digital book sample to read on their way to work. Once finished they will be informed of the closest libraries so they could finish their story.
Underground Library is a fictional student campaign, thought up by Max Pilwat, Keri Tan and Ferdi Rodriguez, three Miami Ad School students. This video explains how the campaign would work if it were adopted by the client.
Agency: Miami Ad School
Art Directors: Keri Tan & Max Pilwat
Copywriter: Ferdi Rodriguez