One of the things we all struggle with today is taking time out from our busy routines to relax and unwind. For the avid bookworms out there, places like Coffee Shops are where we sneak a few minutes of that latest chapter, revelling in the opportunity to transport ourselves into another time and place and escape the daily mayhem of life.
Jodi Picoult is one of those fabulous authors that captivates and enthrals, writing unputdownable stories that strive to challenge and shift perception. She tackles topics that affect us in profound, fundamental ways. Leaving Time is the latest masterpiece of many where this time the plot centres on the relationship between mother and daughter. 13 year old Jenna is on a quest in search of her mother, Alice, an elephant researcher who disappeared 10 years earlier after a tragic accident at their sanctuary in New England. Elephants are renowned for their close family dynamics and their incredible sense of grief. Jodi Picoult cleverly plays on the similarities between humans and elephants exploring the idea that those we can’t forget are never truly gone.
Hodder & Stoughton have invested in Coffee Sleeves encouraging consumers to think more and feel more through the wisdom of Jodi Picoult. The campaign is running in 20 London Coffee Shops for 2 weeks in July. We spend an average 21mins with our takeaway coffee, plenty of time to pique an interest and inspire consumers to buy the latest in Jodi Picoult’s collection of books.
The campaign was planned and booked through Total Media and Posterscope.