Sharjah Book Authority has revealed hero videos of its latest advertising campaign titled ‘It Starts With a Book’, which demonstrates how books bring people together using humour and has been created in line with the theme of the upcoming 43rd edition of the Sharjah International Book Fair (SIBF).
Rolled out across cinemas in the UAE, including VOX cinemas and Novo Cinemas, as well as its digital platforms such as Instagram, X, Meta, and YouTube, the campaign was created by production house BigFoot Films and creative agency NNC for the Sharjah Book Authority.
Commenting on the insight behind the campaign, Nouran Atef, Associate Creative Director at NNC, said, “The campaign was meant to be simple yet powerful: everything starts with a book. Just as life begins at birth, every journey, curiosity, and dream that follows can be sparked by the knowledge within a book. Books and reading have always been classic sources of knowledge, but over time, this message became so familiar that it lost its impact. We wanted to bring it back to life by connecting it to everyday conversations in a fresh and intriguing way that makes the audience engaged throughout.”
Instead of simply saying, “You can find it in a book,” the campaign named the exact book and page, offering people a tangible, intriguing reference that aimed to spark curiosity.
“Our approach centred around relatable scenarios such as football, environmental issues, content creation, debates on flat earth theory, and even discussions about the control that AI has on our lives. Each scenario ended with a surprising twist, reminding us that while these might be everyday topics, sometimes you really do need books to approach them the right way,” Atef added.
The campaign tagline, ‘It Starts With A Book,’ aimed to capture the timeless role of books as the foundation of knowledge, inspiration and creating connections.
Atef explained, “Across history, books have been the catalyst for new ideas, guided discoveries, and shaped our understanding of the world. From ancient wisdom to modern advancements, every meaningful insight often begins in the pages of books.”
“In today’s world, where quick answers are everywhere, this message serves as a reminder: while information might be easy to access, true depth and wisdom still begin within books. So whether you’re curious about a trending topic or navigating daily life, remember: if you’re looking for real and in depth-understanding, it starts with a book,” he concluded.
CREDITS:
Client: Sharjah Book Authority
Creative agency: NNC
Production house: BigFoot Films
