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Work: Whitcoulls

Published on .

A playful print campaign for New Zealand retailer Whitcoulls to sell books highlights a program in which experts recommend titles. Each ad by Foote, Cone & Belding, Auckland, carries the tagline "Avoid disappointment. Whitcoulls guaranteed great read" and shows a deflated balloon in the shape of a person sitting somewhere novels are often read, like a lounge chair, representing readers disappointed by a book choice.
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