A group of independent Canadian publishers is getting really Lit for the holidays.
The Toronto-based The Literary Press Group of Canada, which represents approximately 60 Canadian owned and operated publishers, has launched a new digital awareness campaign called “Read Up” that uses origami representations of the ideas contained in independently published Canadian books. The campaign was developed by Toronto’s Ramp Communications.
All of the ads direct viewers to a dedicated hub called All Lit Up, which contains information about Canada’s independent publishers and books, and enables people to purchase books online.
The campaign is timed to coincide with the holiday season, particularly as the “shop local” movement is gathering momentum, said Ramp’s creative director, David Brouitt.
“These are often niche books that tell unique and diverse Canadian stories which may not otherwise be heard,” said Brouitt. “The campaign captures the promise of these books through words like ‘awaken,’ ‘provoke,’ ‘challenge,’ and ‘inspire.’
“The use of origami for the visuals brings the pages of the books to life,” he added. “Origami is a hand-made art, and this too reflects the craft and care taken by independent book publishers and their authors. They are labours of love.”
The campaign marks the creation of a broader movement to support Canadian literature, increase book presence on shelves and increase media coverage of Canadian books and establish the country’s independent publishers as the authority on Canadian stories, said Brouitt.
The program is running programmatically and across social, with an emphasis on Vancouver, Calgary, Edmonton, Toronto, Ottawa, and Halifax.