Children are spending more time on screens, where stories are immediate, visual, and fully formed. At the same time, reading levels are declining, an increasing number of children struggle to reach basic literacy. Books, on the other hand, are often perceived as something you have to work for, rather than something that pulls you in. Instead of competing on speed or stimulation, the opportunity was to look at what books can offer that screens can’t: creating your own world. Rather than presenting books as an alternative to screens, the campaign positions them as something fundamentally different. Reading activates imagination, allowing children to create their own worlds instead of consuming someone else’s. To make this visible, reality and imagination are merged into a single image.where reality meets imagination. A campaign that merges photography and illustration. Real children are placed in everyday settings, while illustrated layers reveal the worlds they imagine while reading. By visualising imagination itself, the campaign shows that books don’t lack visuals, they invite children to create their own.
