Founded in 1753 and still one of the largest libraries in the world, the British Library attracts esteemed academics and intellectuals to its hallowed halls. But many ordinary people don't feel welcome in the space. It needed to shake off its stuffy, elitist reputation and bring in a new audience.
"It's all yours". A campaign that focused on what the British Library can offer its visitors, not what visitors need to offer the library. We overturned people's expectations by showing how the library's extensive and diverse collection empowers them to achieve amazing and unexpected things beyond the traditional PhD.
A series of dynamic, eye-catching OOH print and digital ads that told the story of the many different things you can achieve at the library. We used long copy to showcase the astounding breadth of the collection alongside shots of people and props to really add a human, authentic feel to the campaign and make everyone feel like they are welcome there.
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