“One for the Books” is the name of an ad campaign for the Duke University Libraries. The ads appear in Duke Magazine, which is published five times per year and distributed to more than 160,000 Duke alumni worldwide. The primary goal of the ads is to increase annual fund donations by reminding people that when they make an annual gift to Duke, they can designate it (or even part of it) for the Duke Libraries.
From the Judges
These are very striking and clever. Judges like the mix of different ads visually but also because they may tug at the heart strings of different audiences—for example, comic book lovers would certainly stop and see what this is about! Witty, clever taglines that were thoughtfully created. Lana Turner's was a weak link; looked more like a magazine cover. All in all, a great way to promote the libraries.
