Zurich Antiquarian Book Fair 2022 – An innovative bridge between history and modern flair for a younger audience.
Challenge
At the annual Zurich Antiquarian Book Fair, dealers exhibit rare and valuable books, prints, and editions for sale. However, the audience for the fair is getting older and smaller. At the same time, the interest of young people in this field is almost non-existent. The challenge here was to attract a younger audience to the 2022 fair with a creative solution.
Key Facts
The timeless beauty of antiquarian books can appeal to all age groups.
Solution
Serviceplan Suisse's idea was to showcase the craftsmanship of these rare editions on social media platforms so that young people could discover them. And how? By presenting unique copper engravings in one of the most characteristic mediums of the internet: GIFs. Each GIF was transformed into a series of hand-etched copper engravings, and a collection of forty-eight unique prints was produced in a single edition. These prints were raffled on social media and exhibited at the fair to captivate a young, new audience with the beauty of antiquarian publishing.
„Copper engraving GIFs captivate a new generation of collectors for the leading Swiss Antiquarian Book Fair.“
Creative Lead
Serviceplan
Key Takeaways
#1
Beauty knows no age.
#2
Advertising can and should be a bit crazy.
#3
Courage pays off. Even with ideas that seem impossible at first glance.
