Find Your Focus
Campaign
TEAM: Matthew Funk, Caleb Tsai
Visiting the library is becoming less popular. The Vancouver Public Library wants to bring tech-savvy Gen-Z back to the library. So we positioned the VPL as the place to find absolute focus, free of distractions. We launched a campaign that showed people going to the extreme to find focus with the message that it’s “Easier at the VPL”.
Out of Home
Reel Story Boards
Execution 1
Visual: We open on a close up of a man working in what is appears to be a darkly lit room. He is working on a laptop that is in a ziplock bag.
Visual: The camera slowly zooms out and suddenly he opens his mouth and bubbles fly out, revealing he is underwater. Small fish swim behind his head and we see him wearing a pair of flippers. SFX: Muffled breathing underwater with bubbles.
Visual: As the camera zooms out more we the full scene of him working under water. We see something slowly swimming toward him. SFX: We here the sound of more fish swimming by with other deep-sea noises.
Visual: We then see the man turn his head as the silhouette of a shark gets closer. Tagline: “Deep Focus. Easier at the VPL”
Execution 2
Visual: We open on a large cliff in nature with a small silhouette of a person at a desk. SFX: Nature sounds, birds and a river.
Visual: The camera switches angles and we now see her from birds eyes view through some trees.
Visual: Then we see the girl closer up and realize she is working at a desk. A bird flying by then drops a load on her computer. SFX: Typing keyboard, clicking of mouse, the sound of a bird poop splotch.
Visual: The girl looks annoyed and disgusted at the bird poop. Tagline: “Natural Focus. Easier at the VPL”
Execution 3
Visual: We open on a close up of what seems to be a business man trying to work. But he is laying on the ground in the corner. SFX: We hear kids yelling and stomping.
Visual: The camera slowly zooms out and we see that the man is under a desk and notice two pairsof little legs.
Visual: Then it is revealed that there are two kids on top of the desk playing nerf wars as a dad tries to work. SFX: Toy guns shooting and kids yelling at each other.
Visual: We then see the full picture of a dad trying to work as his kids play on his desk. Tagline: “Stealth Focus. Easier at the VPL”