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Barnes & Noble Casts a Spell in Holiday Campaign

Nobody Knows Books Like We Do is Havas North America's first work for the brand.

Bookstore giant Barnes & Noble is tapping into the magic of stories with an integrated campaign that pays homage to all its readers - from wand-waving Harry Potter nerds to Game of Thrones fans.   

The campaign - the first from Havas North America since winning the account - demonstrates how Barnes & Noble's books, stories and gifts help shape the lives and imaginations of people across the country, and aims to inspire viewers to pick up books and discover meaning in their own lives.

 

 

The 30-second anthem film [top], dedicated to the "spellbinders, pathfinders to grand plan designers. To historians, Victorians and all the Targaryens", is one of four spots directed by Matt Smukler via Community Films. Another 30-second ad, Spells [above] features a young Harry Potter fan getting to grips with a levitating spell.   

The campaign also includes several shorter, 15-second spots that switch the focus from readers to staff. Thrill Seekers and Super Fans celebrate the company’s 23,000 booksellers who make shopping at Barnes & Noble a one-of-a-kind experience, showing off their expertise in picking just the right book.

 

Thrill Seekers

 

Super Fans

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