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Barnes & Noble is one of the few big commercial booksellers left, and its 2018 holiday campaign is bringing back the magic of reading with a poetic anthem spot and accompanying campaign.

After choosing Havas North America as its new ad agency, Barnes & Noble leaned on its vast collection of reading material and merchandise to prepare for a holiday push. The integrated holiday campaign launches 9 November and takes a differentiated storytelling approach to reach customers this shopping season.  

The ‘Nobody Knows Books Like We Do’ campaign is designed to highlight how the books, stories, and gifts that can be discovered at Barnes & Noble help shape the lives and imaginations of people across the country. The brand aims to inspire others to pick up books and discover meaning in their own lives.

The anthem spot smartly uses a rhyming approach to pay tribute to those who read and shop for books. It begins: “To spellbinders, pathfinders, to grand plan designers. To historians, Victorians, and all the Targaryens…through these doors wonder awaits” as it features the corresponding books, readers, and fans in the video.

The campaign leans on Harry Potter mania in several spots, highlighting the books and collectibles that make the series so popular.

The campaign also includes a collection of 15-second spots that celebrate the company’s 23,000 booksellers who make shopping at Barnes & Noble a one-of-a-kind experience, showing off their expertise in picking just the right book.

Barnes & Noble and Havas worked together to create the series of national TV spots and videos that highlight its stories, diverse merchandise, and community of booksellers and customers who make Barnes & Nobles a unique place to shop, explore, and hang out.

Community Films' Matt Smukler directed the ‘Anthem’ and ‘Spells’ 30-second commercials and the ‘Bookseller’ series of 15-second commercials.

See the spots by clicking on the Creative Works box below.

: 'Nobody Knows Books Like We Do'

Agency:
Client:
Date: November 2018
Barnes & Noble's 2018 holiday campaign is bringing back the magic of reading with a poetic anthem spot and accompanying campaign.
The integrated holiday campaign launches 9 November and takes a differentiated storytelling approach to reach customers this shopping season.  
The ‘Nobody Knows Books Like We Do’ campaign is designed to highlight how the books, stories and gifts that can be discovered at Barnes & Noble help shape the lives and imaginations of people across the country and the brand looks to inspire others to pick up books and discover meaning in their own lives.
The anthem spot smartly uses a rhyming approach to pay tribute to those who read and shop for books. It begins: “To spellbinders, pathfinders to grand plan designers. To historians, Victorians and all the Targaryens…through these doors wonder awaits” as it features the corresponding books, readers and fans in the video.
The campaign also includes a collection of 15-second spots that celebrate the company’s 23,000 booksellers who make shopping at Barnes & Noble a one-of-a-kind experience, showing off their expertise in picking just the right book.
Credits:
 
 
Client: Barnes & Noble
Chief Merchandising Officer: Tim Mantel
VP, Creative Director: Erwin Winkler
Senior Director, Creative and Advertising: Betty Chin
Director, Marketing: Jen Kral
Creative Agency: Havas New York
Chief Creative Officer: Harry Bernstein
Chief Executive Officer: Laura Maness
Chief Strategy Officer & President: Tim Maleeny
Global Executive Creative Director/Managing Director: Israel Garber
Creative Director: Joseph Delhommer
Creative Director: Nick Elliott
Senior Copywriter: Morgan Perrine
Art Director: Eduardo Camacho
Managing Director: Elena Grasmann
Management Supervisor: Pedro Gomez
Account Executive: Quinn Levin
Senior Planner: Nushien Fateh
Executive Producer: Stacy Flaum
Director of Broadcast Business Affairs: Cathy Pitegoff
Business Manager: Liz Mistriel
Talent: Yvette Aponte, Anna Owens
 
Media Agency: Havas Media New York
President: Kat Sudit
VP, Group Lead: Cammy Bjorklund
Director, Planning and Investment: Lauren Jennings
Integrated Buyer: Andrea Zaldumbide
Associate Connections Planner: Samantha Kuchinksi
Production Company: Community Films
Director: Matt Smukler
DP: Quyen Tran
Executive Producer: Carl Swan
Head of Production: Chris Spanos
Line Producer: Gayleen Sharon
Edit: NOMAD
Head of Production: Sheena Wagaman
Executive Producer: Jennifer Lederman
Editor: Jai Shukla, Jim Ulbrich
Assistant: George Dodsworth
Colorist: Tim Masick
Color Producer: Kevin Breheny
Post Production/Flame: Alexander Chizhov
Audio Post: Sonic Union
Audio Post Mixers - Mike Marinelli and Steve Rosen
Audio Post Producer – Justine Cortale
Spells Music:
Music House: Yessian
Arrangers: Chris Plansker
Music Senior Producer: Angelina Powers
Executive Producer: Malene Bartos 
Anthem Music:
Music House: Mophonics
Music composed and arranged by: Stephan Altman
Executive Creative Producer: Jean Scofield
Booksellers and Bumpers Music:
Original Music By: Mophonics
Music composed and arranged by: Michael Haziza
Executive Creative Producer: Jean Scofield
Creative Producer / Partner: Kristoffer Roggemann
Executive Creative Director / Partner: Stephan Altman
Head of Production / Partner: Shelley Altman
 
Tags: United States
 
 
 
 
 
 
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