Welcome to the 6%
The NYPL has so many great services that help unlock one's potential. With that said, we've decided to create a premium library card that exudes luxe exclusivity and promotes the Library’s free, premium services. This library card can give benefits similar to that of a premium credit card. Within this campaign, we've featured some of NewYork's finest; Robert De Niro, Alicia Keys, and Neil deGrasse Tyson, while we mimic and parody their language to emphasize the premium but free benefits of the NYPL library card.
Art Direction: Jermine Hodge I Copywriting: Paul Bernabe
Magic wands used on this project: