Rap Books
Award: Shortlist
Shortlist / Radio & Audio / Entertainment / 2021
Kids are addicted to screens and Australia’s biggest retailer of children’s books, Big W, needed to get them back into books. Research revealed that the audience - parents of young families - was seeking constructive ways to use screen time. So M&C Saatchi leveraged these attitudes in order to Trojan Horse books back into kids’ lives via screens. Together with hand-picked influencers and musicians, the agency created a series of content which reimagined four kids’ books as original rap songs and music films, with karaoke-style videos. The content was released on Youtube, Facebook, Instagram and Spotify.