From London

with books

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Content Page

Client……………………………………………………........3

The infernal devices.………………….......4

The mortal Instruments.…..……......….5

A darker shade of magic….........…6-8

Vicious……………………………………………………......9

Ready Player One……………………………....10

Social Media reach……………………………….11

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Client

Waterstones, formerly known as Water-stone’s, is a British book retailer and the last remaining chain of specialist bookshops on the high street. Just like no two books are the same. Water-stones shops are tailored to reflect the trends and interests of their local mar-ket. Their staff is formed by knowledge-able and passionate booksellers, who are always ready to help the customer find not only the book which he was looking for, but books that might catch his interest as well.

ObjectiveEven if Waterstones is one of the leading booksellers in the UK, their customer demographic is largely formed by adults, the teenagers preferring other chains. The aim of my campaign is to revive the chain’s image by cre-ating a series of shoots inspired by books you can find in the bookstore. The pictures, inspired by characters, landmarks of the book’s universe, or just the feel-ing you get when you read it, are both fun and fashionable, providing the viewers with ideas

for outfits as well as teasing the story. They engage the teenagers by providing a chal-lenge to be better than their friends, to try to cosplay as their favourite character, or just appreciate their favourite book, without the pressure to make an exact replica of the cos-tumes.

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The Infernal Devices Description: This series is set in 1878 and it follows Tessa Gray and her adven-tures in the Shadow World. After finding out that she is a warlock, Tessa is set to find her brother with the help of the Shadowhunters, half angel-half human be-ings that live to protect the human world from demons. The series is a prequel to the widely popular series ‘The mor-tal instruments’, and is perceived by the readers as better than the original work. The words are carefully crafted, the world vibrant and the characters have depth.

Place: The Blackfriars Bridge is an im-portant landmark for the series, being the place in which two of the main characters met for over 100 years.

Outfit: The leather jacket is meant to rep-resent the Shadowhunter’s gear while the dress is a nod to the beautiful garments of the Victorian era present in the series. A mixture of feminity and fearlesness, just like the female in the series. The Infernal Devices (Paperback)- £ 23.97

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The Mortal Instruments Description: The series starts in 2009 and it follows Clary Fray as she discovers her Shadowhunter roots. She is caught in a war between her father, Valentine Morgen-stern, and the rest of the Shadow World. The series became popular a few years ago, and it still brings more and more people in with the brand new TV show that just air its first season on the Amer-ican network, Freeform.

Place: Virgil’s quote, “The descent into Hell is easy”, is the motto of the Clave, the council that rules over Shadowhunters. The Waterloo Underpass’ poem reminisce of this motto, and the atmosphere is similar to the demon hunting experience in the books.

Outfit: “Shadowhunters: Looking Better in Black than the Widows of our Enemies since 1234” is a quote that ironically de-scribes the Shadowhunters’ gear. Full-on black leather and practical braids are the core of the series’ fashion.

The Mortal Instruments (Paperback)-£48.94

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Grey LondonPlace: Saint Dunstan in the East church garden captures the hopelessness and the feeling of abandonment of the Grey London, a place forsaken by magic. Situated in the middle of The City, the history of the church, abandoned rather than being restored, is similar to the one of the “Dull London”.

Outfit: Casual clothing, a bit ragged, a bit messy, layered and always too little is what Grey London represents. A place where you’re always struggling, where practicality overshadows beauty. Sweats, jumper and a beanie are al-ways safe choices when a casual day comes around, when you want to get lost in the magic of a book.

Red London

Place: Impressive and imposing, The Monument of the Great Fire of Lon-don is what Red London stands for. A beautiful place that thrives of magic, royal and unmoving, it reigns over the City area.

Outfit: Elegance and royalty is what keeps this London going. Balls and parties are always thrown, so a lady should always be prepared with her best dress on hand. Since red is the aesthetic, so we overrule the LBD, a Little Red Dress is always a safe and fashionable choice.

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White LondonPlace: White London is a ruthless place of power, where you need to be crafty in order to survive. I’ve al-ways associated this ruthlessness and hunger for power with the business world, and Canary Warf, with its clear, sharp lines and glass structures seems the perfect place. A place of power and significance, just like the feared “creepy” London.

Outfit: Nothing screams power more than fur. Even faux fur gives you an aura of mystery and royalty and makes you feel like you can do an-ything. A fur coat is a must in any London, but especially White London.

Black LondonPlace: Leake Street is the epitome of what danger looks like for most people. The graffiti and the location itself, under a bridge, make people try to search saf-er routes. The entire place is devoured by drawings, just like Black London was devoured by magic. It’s mysterious and vibrant and looks edgy, a perfect rep-resentation of the Dead London.

Outfit: Black London is all about shades of black. A good hoodie, just like the magic of Black London, stands the test of time. It gives you an edgy look, but is also comfortable and warm. It has its own personality and makes you feel like you can do anything.

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In a world where Grey London is magicless, Red London thrives on magic, White London barely survives and Black London was destroyed by magic, the only ones that can travel between the “parallel” universes are called Antari. Sadly, there are only two of them left, with one being the main character Kell, and when he accidentally brings a token from the corrupted Black London into the Red and Grey Londons that threatens to ruin them as well, he makes it his goal to right the wrong and save them from im-pending doom.

A Darker Shade of Magic (Paperback) - £ 7.99

A Gathering of Shadows - A Darker Shade of Magic 2 (Paperback) - £5.99

A darker shade of magic

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Description: Victor and Eli started out as college roommates—brilliant, arrogant, lonely boys who recognized the same sharpness and ambition in each other. In their senior year, a shared research interest in adrenaline, near-death expe-riences, and seemingly supernatural events reveals an intriguing possibility: that under the right conditions, someone could develop extraordinary abilities. Ten years later armed with terrible power on both sides, driven by the memory of betrayal and loss, the archnemeses have set a course for revenge—but who will be left alive at the end?

Place: Somerset House is a place of beauty and power. It keeps an everlasting elegant look, but also has an underlying sense of mystery and sharpness that ties with the main character, Victor.

Outfit: Trench coats are timeless, just like the vibe of this book. Pair well, they can be a symbol of power and they always give you the confident and profes-sional vibe that makes you think you can do anything. Paired with sunglasses and red lipstick, they scream power to whoever looks your way.

Vicious

Vicious (Paperback) - £7.99

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Description: In the year 2044, reality is an ugly place. The only time teenage Wade Watts really feels alive is when he’s jacked into the virtual utopia known as the OASIS. Wade’s devoted his life to studying the puzzles hidden within this world’s digital confines, puzzles that are based on their creator’s obsession with the pop culture of decades past and that promise massive power and fortune to whoever can unlock them, an Ester Egg hidden in the game that gives the player that found it access to Halliday’s fortune.The race is on.

Place: Since this book reads like a vid-eo game and is full of 80s and 90s references, what better place is there to be than Namco. With its strong ties with Atari, this place is the ultimate fun for a video game nerd like Wade.

Outfit: The common misconception is that all video game players and nerds are sloppy people who know nothing about fashion. Being excited about your favour-ite game or tv show does not make you less fashionable and a good merch piece can be transformed into a fabulous casual outfit.

Ready Player One

Ready Player One (Paperback) - £ 6.74

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Social media reachSince teens are all about social media, this campaign aims to start a new tag. Starting with Riot! Books, many bloggers will be invited to join the campaign in a fun game of tag. Under the hashtag #FromXWithBooks (X being replaced with the city the person posts from), the posts can be published on the person’s blog, Facebook or Instagram. Every blogger will be required to tag at least 3 blogs/persons, thus spreading the campaign. It’s a fun new alternative to review a book, making it more appealing to teenagers.

Visual things tend to sit better with the young generation, especially fashion themed campaigns that bring in a lot of attention with the trends they set or follow, inspiring the teens in what to wear. Being a campaign run by bloggers and students, the clothes are affordable and the outfits easy to copy, making it more successful than high-fashion campaigns that are not always easy to follow for students.