The usage of media was crucial. We chose to shift from the traditional sequence for film marketing and opted to use newspaper instead of television to launch our campaign. We made a decision that the integrity of this idea required it be done only once–at the launch date of our campaign. As important as the idea itself was the use of the right strategic media partner. The New York Times is the publication that journalists from all over the world read and revere. The winner of 112 Pulitzer Prizes, more than any other news organization for excellence in journalism, would be the perfect vehicle and only media channel for the idea. Reaching journalists everywhere to embolden them for just a moment to imagine what the world would be like–without words.

Millions saw beyond blank pages and discovered the soul of the idea. The advertisement generated thousands of stories, over 2,160,126 impressions online and 8,116+ social shares. On October 23rd, #BlankPages trended on Twitter. Website traffic to www.thebookthief.com increased 1,120%. Huffington Post picked up the story. Blank pages went global.

Each story related the film to a world without words. We changed the story before it was written. It could have begun..."The Book Thief, set in World War II is about a girl…". Instead..."The Book Thief wants you to imagine a world without words – Buzzfeed." The latter is far more intriguing.