Hey bookworms. It’s feeding time.

That’s the new mantra associated with this year’s guerilla campaign for the Greenville Literacy Association’s Really Good, Really Big, Really Cheap Book Sale. For the past couple of years, we’ve taken over parts of downtown Greenville with some pretty unique, attention-grabbing ambient campaigns. So we wanted to continue that tradition with another round of eye-catching work. This year’s campaign centered on the idea of positioning the Really Good, Really Big, Really Cheap Book Sale as the ultimate feast for book worms. So we turned several downtown bike racks and cement pillars into bookworms chowing down on stacks of books. We also worked with a local vending machine company, Palmetto Vending, to get real books into vending machines around town. So why vending machines? The idea was to illustrate just how inexpensive these books would be at the sale, as low as $.50 for paperbacks, while playing off this year’s theme, ”Hey Bookworms. It’s feeding time.”

The work generated lots of interest as well as a few cameos on the news. All in all, this year’s efforts helped the Really Good, Really Big, Really Cheap Book Sale break records for the third year in a row with over 130,000 books donated, 17,000 people in attendance and over $150,000 in sales.