We created a serious-looking book that, when opened, is actually a pillow. These pillow books were targeted at readers and distributed at relevant places: libraries, colleges, bookshops, book cafes, research institutions and the like.

The idea resonated with the public as we all have –some more frequently than others – fallen asleep while reading a book. This execution is part of a campaign which includes print, TV and outdoor.Since the launch, sales have increased by a modest 28%.