Brooklyn Public Library - Bellweather

Project Team

Emily Lessard

Strategy + Marketing

Louis Lee

Creative Direction

Jessie Moore

Operations

Meryem Kettani

Project Director / Producer

Grace Han

Design

Qadir El-Amin

Design

Andre Wagner

Photography

Arturo Olmos

Photography + Video

Annastacia Stanley

Marketing

Sophie Roberts

Writing

Emily Lessard

Strategy + Marketing

Louis Lee

Creative Direction

Jessie Moore

Operations

Meryem Kettani

Project Director / Producer

Grace Han

Design

Qadir El-Amin

Design

Andre Wagner

Photography

Arturo Olmos

Photography + Video

Annastacia Stanley

Marketing

Sophie Roberts

Writing

The “For Brooklyn” advertising campaign seeks to reintroduce the Brooklyn Public Library to all of Brooklyn’s 2.6 million residents. The Library’s branches can morph and change in magical ways, depending on the people who visit. There are millions of books and eBooks, and free wifi and computer access in all 59 branches. The Library also hosts nearly 70,000 events and classes a year, from citizenship classes to coding workshops (find more on the library’s website). It’s a tremendous amount of resources and opportunities, available for free, to anyone in Brooklyn.

“FOR BROOKLYN”

The “For Brooklyn” campaign introduces these offerings and services by answering the question, “What is the Library for in 2019?” There are currently 52 different “For…” iterations in the campaign launch, with more planned. The campaign features portraits of patrons and is photographed by Brooklyn-based artist and street photographer Andre D. Wagner and portrait photographer Arturo Olmos.

EXPANSIVE AUDIENCE RESEARCH

Prior to launch we worked closely with the Library, leading an expansive research phase that weaved together audience surveys, interviews, and focus groups. Through this research we identified the delight users experienced when they heard about the Library’s expansive offerings. Everyone knows a library has books, but few know that Brooklyn Public Library has citizenship classes, stuffed animal sleep-overs, access to streaming video platforms, and genealogy research. We call these the “Brooklyn Library curve balls,” and highlight them throughout the campaign.

HYPER-LOCAL STRATEGY

Working closely with our media buying partner, we were able to identify media in the Library’s key target neighborhoods. We developed individual creative for each of the 203 placements, choosing translations and content that best connected with the areas, changing the creative block-by-block.

The second stage of the campaign is audience-driven. We’ve asked over 50 writers, illustrators, teachers, children, bus drivers, chefs, and others to share what the Library is for. Their responses will become the second phase of the campaign, and become campaign assets throughout Brooklyn.

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