The ads use the strapline 'Make a wish list'. One spot features an Aladdin-esque magic lantern puffing out smoke that disperses to reveal the words '3 for 2 on paperbacks of the year'. The words then transform into a series of books. The ads will run nationwide across digital and terrestrial channels.
The campaign, which is being backed by outdoor and in-store activity, is intended to capitalise on one of the retailer's most important trading periods.
Creative agency: bds beechwood
Design agency: Conran Design
Media agency: PHD