“In Quebec there are children that don’t even have ONE new book… in 2008,” says Gaëtan Namouric, executive vice-president and creative director at Bleublancrouge, the ad agency behind the campaign. “Reading feeds our imaginations. When a child doesn’t have access to reading, that’s a child deprived of an imaginary world. This unbelievable injustice should mobilize a large number of industries in the field of culture, media, publishing and even ours, advertising. What would our future be if people couldn’t understand our messages?”
A TV spot accompanied the print ads, featuring additional characters:
[via Trend Hunter]
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