Subway Library
Initiative between The New York Public Library, Brooklyn Public Library, Queens Library, the MTA, and Transit Wireless that provided subway riders in New York City with free access to hundreds of e-books, excerpts, and short stories—all ready to read on the train.
As part of the Subway Library celebration, a specially wrapped "Library Train," with the interior designed to look like NYPL's Rose Main Reading Room ran on the E and F lines, running through Brooklyn, Manhattan, and Queens.
ROLE
Art Direction
CREATIVE PARTNERS
HvD Design, MTA In-house Design
Subway Library
Initiative between The New York Public Library, Brooklyn Public Library, Queens Library, the MTA, and Transit Wireless that provided subway riders in New York City with free access to hundreds of e-books, excerpts, and short stories—all ready to read on the train.
As part of the Subway Library celebration, a specially wrapped "Library Train," with the interior designed to look like NYPL's Rose Main Reading Room ran on the E and F lines, running through Brooklyn, Manhattan, and Queens.
ROLE
Art Direction
CREATIVE PARTNERS
HvD Design, MTA In-house Design
Subway Library
Subway Library
Initiative between The New York Public Library, Brooklyn Public Library, Queens Library, the MTA, and Transit Wireless that provided subway riders in New York City with free access to hundreds of e-books, excerpts, and short stories—all ready to read on the train.
As part of the Subway Library celebration, a specially wrapped "Library Train," with the interior designed to look like NYPL's Rose Main Reading Room ran on the E and F lines, running through Brooklyn, Manhattan, and Queens.
ROLE
Art Direction
CREATIVE PARTNERS
HvD Design, MTA In-house Design
ROLE
Art Direction
CREATIVE PARTNERS
HvD Design, MTA In-house Design
Subway Library
Initiative between The New York Public Library, Brooklyn Public Library, Queens Library, the MTA, and Transit Wireless that provided subway riders in New York City with free access to hundreds of e-books, excerpts, and short stories—all ready to read on the train.
As part of the Subway Library celebration, a specially wrapped "Library Train," with the interior designed to look like NYPL's Rose Main Reading Room ran on the E and F lines, running through Brooklyn, Manhattan, and Queens.
ROLE
Art Direction
CREATIVE PARTNERS
HvD Design, MTA In-house Design
Initiative between The New York Public Library, Brooklyn Public Library, Queens Library, the MTA, and Transit Wireless that provided subway riders in New York City with free access to hundreds of e-books, excerpts, and short stories—all ready to read on the train.
As part of the Subway Library celebration, a specially wrapped "Library Train," with the interior designed to look like NYPL's Rose Main Reading Room ran on the E and F lines, running through Brooklyn, Manhattan, and Queens.
Subway Library
Initiative between The New York Public Library, Brooklyn Public Library, Queens Library, the MTA, and Transit Wireless that provided subway riders in New York City with free access to hundreds of e-books, excerpts, and short stories—all ready to read on the train.
As part of the Subway Library celebration, a specially wrapped "Library Train," with the interior designed to look like NYPL's Rose Main Reading Room ran on the E and F lines, running through Brooklyn, Manhattan, and Queens.
ROLE
Art Direction
CREATIVE PARTNERS
HvD Design, MTA In-house Design
Subway Library
Initiative between The New York Public Library, Brooklyn Public Library, Queens Library, the MTA, and Transit Wireless that provided subway riders in New York City with free access to hundreds of e-books, excerpts, and short stories—all ready to read on the train.
As part of the Subway Library celebration, a specially wrapped "Library Train," with the interior designed to look like NYPL's Rose Main Reading Room ran on the E and F lines, running through Brooklyn, Manhattan, and Queens.
ROLE
Art Direction
CREATIVE PARTNERS
HvD Design, MTA In-house Design
Subway Library
Initiative between The New York Public Library, Brooklyn Public Library, Queens Library, the MTA, and Transit Wireless that provided subway riders in New York City with free access to hundreds of e-books, excerpts, and short stories—all ready to read on the train.
As part of the Subway Library celebration, a specially wrapped "Library Train," with the interior designed to look like NYPL's Rose Main Reading Room ran on the E and F lines, running through Brooklyn, Manhattan, and Queens.
Subway Library
Initiative between The New York Public Library, Brooklyn Public Library, Queens Library, the MTA, and Transit Wireless that provided subway riders in New York City with free access to hundreds of e-books, excerpts, and short stories—all ready to read on the train.
As part of the Subway Library celebration, a specially wrapped "Library Train," with the interior designed to look like NYPL's Rose Main Reading Room ran on the E and F lines, running through Brooklyn, Manhattan, and Queens.
Subway Library
Initiative between The New York Public Library, Brooklyn Public Library, Queens Library, the MTA, and Transit Wireless that provided subway riders in New York City with free access to hundreds of e-books, excerpts, and short stories—all ready to read on the train.
As part of the Subway Library celebration, a specially wrapped "Library Train," with the interior designed to look like NYPL's Rose Main Reading Room ran on the E and F lines, running through Brooklyn, Manhattan, and Queens.
Subway Library
Initiative between The New York Public Library, Brooklyn Public Library, Queens Library, the MTA, and Transit Wireless that provided subway riders in New York City with free access to hundreds of e-books, excerpts, and short stories—all ready to read on the train.
As part of the Subway Library celebration, a specially wrapped "Library Train," with the interior designed to look like NYPL's Rose Main Reading Room ran on the E and F lines, running through Brooklyn, Manhattan, and Queens.
Subway Library
Initiative between The New York Public Library, Brooklyn Public Library, Queens Library, the MTA, and Transit Wireless that provided subway riders in New York City with free access to hundreds of e-books, excerpts, and short stories—all ready to read on the train.
As part of the Subway Library celebration, a specially wrapped "Library Train," with the interior designed to look like NYPL's Rose Main Reading Room ran on the E and F lines, running through Brooklyn, Manhattan, and Queens.
ROLE
Art Direction
CREATIVE PARTNERS
HvD Design, MTA In-house Design
ROLE
Art Direction
CREATIVE PARTNERS
HvD Design, MTA In-house Design
ROLE
Art Direction
CREATIVE PARTNERS
HvD Design, MTA In-house Design
BLACK FRIDAY CAMPAIGNS
In an effort to generate awareness, engagement, library card sign-ups, and goodwill at the time of year-end giving, the Library launched a series of multi-platform, award-winning campaigns leveraging the buzz around Black Friday. The campaigns centered around a full-page ad in The New York Times, with complementary email and social media components.
While the theme varied from year to year based on institutional priorities and current events, the tone was always light-hearted and grabbed attention in a crowded market, while making the underlying message clear—the nation’s public libraries are the best deal out there all year round.
ROLE
Art Direction
LEAD DESIGNER
Caroline Reichardt (2018)
Maya Sari-Ahmed (2020)
LEAD EDITOR
Abby Horowitz (2018)
Katherine Ward (2020)
AWARDS
GDUSA In-House Awards, 2018
SELECT PRESS
Forbes, PR Week, WPIX, The New York Daily News
While humor played a role in the campaign, it remained true to the core message: public libraries are here to help all people, in good times, in bad times, at all times. The ad lovingly parodied a travel ad and gave New Yorkers a much-needed laugh while calling attention to all the ways public libraries support communities.
The campaign succeeded in driving extensive engagement, including 15,000 web page views, 6,500 social media likes and comments, and a 28% increase in library card signups in the Month of November.
2020
The retail-inspired campaign received significant media attention and succeeded in driving extensive engagement, including 20,000 web page views, 9,500 social media likes and comments, and a 32% increase in library card signups in the month of November.
2018
