After researching the subject, prominent publishers found that many avid readers are ashamed to admit that they have not read certain classics. In an attempt to make these books more accessible, they put out a series of abridged (condensed) classics. Exclusive Books promoted this range by putting out print ads that displayed some of the characteristic scenes from literary lore with the slightly less exciting bits removed. In this way, they showed how abridged classics work – by giving you the big picture.
Advertising Agency – Ogilvy Johannesburg
Creative Directors – Fran Luckin, Bridget Johnson
Art Director – Marion Bryan
Copywriter – David Krueger
Illustrators – Rui Tenreiro, Barry Downard, Rob Frew
Photographer – Corbis
Assistant Art Director – Magdel Smith