Guinness World Records is launching an ad campaign next week ahead of its annual book launch. The ads will focus on the book’s new 3D features, which have been incorporated to appeal to younger readers.
Guinness World Records reappointed integrated agency Greenfield Media to develop the campaign and highlight key record breaking attempts. The ads will break on national television, cinema and outdoor. Its media planning and buying is handled by Davies Media.
The executions feature a boy with the book and shows images jumping from the pages amid light and sound. The images are then pulled back into the book as the boy shuts it, leaving signs of “magic and adventure around”.
The campaign aims to position the books as a medium of joy, fun and learning. The annual edition of Guinness World Records sells over 3 million copies worldwide. It is published in more than 100 countries and 25 languages.