Agency Network: 
June 2008


Advertising Agency: A&G, Massachusetts, U.S.A
Agency website:

Print advertisement created by A&G, United States for Boston Public Library, within the category: Professional Services.

Art Director: Maureen Metzler
Photographer: Craig Orsini
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krautland's picture

you know why there's so much body copy?
it's because the headline alone is so weak, nobody would get it without an explanation.

I do like that your model-librarian is crosseyed though.

Activity Score 3216
Art Director at erm... no calls please.
sparky's picture

yeah theres no copywriter listed....

Activity Score 454
Copywriter at M&C Saatchi
Brema's picture

Can someone please tell me how they'd be able to locate a book in that messy library shelf now that all the cover spines are angled away?

Activity Score 192
Art Director at Art Director, DRAFT FCB Tanzania, a part of LOWE SCANGROUP |

Strike two stones with one bird

XL's picture

Good point. That really is a poor choice of photography for this client. It looks like a used book store, not a well-organized library.

Activity Score 214
monotone's picture

copy text is way too small. headline is too big.

Activity Score 301
ad/mkt student@ESCS |

I swear I had something cool to put here.

d_scoopdesign's picture

I strongly disagree with the previous critics regarding the Boston Public Library campaign. When you recognize the intention behind it, one in which the idea of pursuing knowledge as a social endeavor, as opposed to an isolated one in front of one's computer in a dorm, bedroom or den, one sees it as an invitation to make learning a concerted effort. The headlines are not meant to be taken so literally (or gravely) but lightheartedly relaying a message that there are people (in this case librarians) that can help us achieve our goals in gathering "accurate" information on any given subject.

Surrounding these librarians with piles of books (which to some may seem like an unorganized mess, but to true scholars a treasure chest filled with riches) is simply a visual queue for knowledge.

Activity Score 2
Graphic Designer
halleyscomet's picture

What exactly can the positive intent be in making the library look like a disorganized place full of arrogant know-it-alls?

The disordered pile of books isn't a visual queue for knowledge. The angling of the spines away from view is a visual queue for deliberate concealment of knowledge. If you want to depict an open, friendly "knowledge" atmosphere, it would have made more sense to face the books spine out so the titles could be read. You can create an "informal" atmosphere by leaving some space between groups of books so some can be at an angle. It takes away from the formality a bit without making the place look like a jumbled mess. This is a visual trick used in a lot of movies. Libraries that are meant to look somewhat sinister or institutional have tightly packed rows of books, while "friendlier" studies have spaces on some of the shelves where books sit at an angle, if at all. As it is, the ad makes the library look like a place where you go spelunking in the hope of possibly finding something vaguely related to the topic at hand.

The ad above makes the library look inefficient.

It really is an insulting and incompetency designed ad campaign. I want to know who the buffoon is who wrote the ad copy.

Activity Score 9