The National Library Board (NLB) has partnered with Japanese lifestyle company MUJI as part of ongoing efforts for the National Reading Movement (NRM) to engage the community and share the love of reading.
As part of the partnership, creative partner Ogilvy Singapore was tasked to create an in-store wall design that could encourage people to read books and download the NLB Mobile app.
The creative team saw an opportunity to create an in-store installation that pays homage to popular Japanese literary culture and encourages reading. NLB worked with MUJI on the launch of a new campaign titled “Wall of Haikus”.

This professional campaign titled 'Wall of Haikus' was published in Singapore in January, 2022. It was created for the brand: The National Library Board (NLB) of Singapore, by ad agency: Ogilvy Singapore. This Print medium campaign is related to the Education, Other, and Public Interest, NGO industries and contains 4 media assets. It was submitted almost 2 years ago.


Advertising Agency: Ogilvy Singapore
Chief Creative Officer: Nicolas Courant
Creative Director: Elrid Carvalho
Associate Creative Director: Sonali Ranjit
Senior Art Director: Maggie Michella
Art Director: Faith Low
Copywriter(s): Jerome Toh, Toan Mai, Shanghao Chen, Rachel Chew
Illustrators: Mátyás Locsmándi, Yulius Iskandar, Manasuka Hari
Strategy Director: Frederick Tong
Executive Group Director: Shirley Tay
Account Director: Yong Shi Yun
Account Manager: Charmaine Lim
Production Partner: LTY, Zen Zhao, Sue Ang

Ella’s Kitchen
World Youth Forum


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