How do you engage a materialistic public with a charity initiative to foster education? Our answer was to create a vehicle through which a retail purchase leads to helping further education in impoverished nations - a device that shows an instant reflection of the donor's input.

As more and more books were placed on the shelves, the bookends grew further and further apart, emphasizing how education prevents poverty from destroying millions of young lives around the world. Aside from helping contribute to a worthy cause, Kinokuniya – a Japanese brand – engaged its Middle East customers by proving it shares their values, building a long term relationship characterized by a common love for books and support for children’s education.

The campaign launched February, 2013. Currently, there are no meaningful results to be shared. However, client confidence and the immense response from the public led to plans in the summer to run the campaign in the Far East and North America. The bookends themselves are planned to be made available for sale to the public in the coming months.