Ernest Hemingway once said, There is no friend as loyal as a book. Reading a book is a perfect escape from reality, as it fires up your imagination, becomes the best companion in times of grief when no one is there for you, and it can cheer you up when you are down. Reading helps in exercising our comprehension ability as well as analytical ability, it also perfects your writing craftsmanship by exposing you to different writers who feature different styles and perspectives. Reading broadens the perspective, opens you up to new worlds, and shapes your attitude among people and life. Therefore, the Al-Sharjah Book Authority has initiated a global cultural campaign, under the motto of “You're Into Books” on Dubai’s billboards in a mission to spread global awareness about creating a real link between humans and books, it's also conveying the message that for every passion, hobby, or interest, for anything in life... there's a book. The visuals feature a group of people with varied interests, appearing on dark and gloomy backdrops. With the catchy slogan of the campaign “if you are into something, you are into books”, the campaign launched to confirm that books are not limited to studies, researches, novels, and poetry alone, but it also expands into various interests in different topics. For example, those who are interested in music, video games, sports, cycling, fashion, and other fields, should naturally be interested in books, as no matter where their interests may lie, there's a right book for them. The ad copy ensures that every topic has a book, and as an additional incentive, the campaign is carrying out QR codes that grant discounts of up to 50%. This campaign took over the OOH scene in the third week of August on UniPole Billboards, Digital Screens, Lampposts Billboards, and Mega Com in Dubai and Sharjah.
