APPLE TREE was the strategic communications agency Casa del Libro chose for the creative campaign to mark the centenary of the opening of the chain’s first bookshop, located on Madrid’s Gran Vía. APPLE TREE’s creative team developed an advertising spot and a graphic series that pays tribute to the writers and their most representative works of the last hundred years.
The campaign, which has begun to be distributed through the main social networks and digital media, has a spot shot in Madrid and Barcelona, where the protagonists are the readers. Some of the brand’s ambassadors have collaborated in filming the spot.
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For the graphic campaign, the APPLE TREE team has developed designs that will be published monthly in different digital media throughout the year. Each design draws inspiration from an iconic book from a specific decade, which has not only impacted our lives but also reflects the graphic style of that era. These compositions incorporate elements and artistic treatments that perfectly capture the essence of each book.
The campaign spot was presented on 30 March during the Centenary celebration event. The event, held at the Círculo de Bellas Artes, was presided over by the King and Queen of Spain and hosted by Esther Vaquero, a journalist from Antena 3 Televisión. The president of Grupo Planeta, José Creuheras, the writer María Dueñas and Casa del Libro general manager, Javier Arrevola, attended it. In addition to prominent writers, the event was attended by noted cultural, business, political and social personalities.