Leo Burnett Brussels (BELGIUM)
|The Reading Foundation, "Out Of Office Poetry"||44-00080-INT|
Agency (city): Leo Burnett Brussels
Creative Director(s): Tom Loockx, Jorrit Hermans
Copywriter(s): Joke Van Leeuwen, Stijn Vranken, Lies Van Gasse, Ester Naomi Perquin
Agency Producer(s): Veronique Allard
Graphic Design: Benoît Germeau
We offered poetry via a medium nobody ever thought of: the out of office reply. And by offering unique poems by famous writers, we created conversation and sharing value. Anyone who sent a mail to The Reading Foundation (or their partners, sponsors and amateurs) received an Out of Office Poem.
Each year The Reading Foundation organizes Poetry Day. As a cultural organisation The Reading Foundation is very tight on production budget (800 euros). On top they wanted to communicate an event that is often perceived as dull and difficult by the big audience. The general public considers poetry as incrowd-ish, intellectual and not entertaining at all.