Recent surveys suggest that e-book sales are slowing dramatically as traditional paper-based books enjoy a surge in popularity. As part of RKCR Local (A pop-up shop initiative from the agency to help local businesses promote themselves) we developed a campaign for local bookshop Camden Lock Books in response to these surveys. The campaign aims to highlight reasons why a real book is better than an e-book by literally ‘highlighting’ words from the page of a book to create the headline. The illustrations were designed to be bright, colourful and eye-catching; everything that an e-book is not. You can’t put a good book down. And this campaign aims to remind readers just why they should pick one up.