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Waterstones - Don't Skip Brain Day
Fact
67% of UK adults hit the recommended target for exercise per week, yet 40% haven't read a single book in the last year
Insight
People train their bodies but leave their minds to rot
Big Idea
Reading is a workout for your mind
OOH print ads outside gyms
Runna x waterstones
A collaboration with the training plan app to create reading plans
Mirror Selfie Books
At the gym, people take mirror selfies to show off their gains. With a series of mirrored book covers, people can show off with their books too. Mirrors in Waterstones locations will create the perfect photo opportunity
Progress Pics
Like trainers posting their clients physical transformations, Waterstones will celebrate people's progress on
their books
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