Blank Books - 50% off print campaign

When you need to advertise a 50% off sale for a book shop, what do you do? You could be literal and show prices, create a pamphlet and try get people interested that way. Or, knowing your audience are readers and maybe a little more intellectual than most, you can be smart. How smart? Find books which feature numbers in their titles, and halve them. THAT'S how you show a 50% off sale for a book shop.

Such great work from MullenLowe in South Africa! From conceptualisation through to design and illustration - this is just perfect.