Online bookstore Bookworld has launched its Christmas campaign by building pop-up bookshelves to encourage Australians to shop locally this Christmas.
The campaign, created by VCCP, transformed bus shelters in Sydney and Melbourne into shelves full of books which commuters can help themselves to.
With a tagline of ‘The Great Australian Story’ underpinning the campaign, the giveaway aims to remind Australians that Bookworld is the Australian based alternative to behemoths such as Amazon.
James Webber, CEO of Bookworld said: “We’re hoping this campaign will get this message out to all Australian readers – we’re here, we’re local, we have over 13 million books and we offer great service and prices.”
Supporting the pop-up shelves, street furniture across the two capital cities will be turned into ‘concept bookshelves’.
The rest of the campaign draws on “Australian-isms” such as Mates Rates, For We Are Young and Free Delivery and Our Great Dividing Range to further remind Australians to shop locally this Christmas.
The pop-up bookshelves were built by Subnine in conjunction with Adshel and JC Decaux.